How Leading Brands Develop Breakthrough Creative -- and How You Can Profit

But there’s a fundamental difference in today’s creative versioning strategies. There’s a new tool in the toolkit.

Once you determine the core differences between your donor segments or variations among prospects you are targeting, consider launching “trial balloons” through e-mail. Unlike the longer cycle of direct mail, smart deployment of version testing online can yield big results, and often allows you to gauge results quickly. You also can take the “winning messages” that were tested online and incorporate them into future direct-mail packages.