Testing to keep its control fresh is a winning strategy for a Utah animal refuge.

By Cary Castle

The results
All four tests beat the control in both response and ROI. The response to the improved control was three times that of the regular control; 11 times greater for the premium-driven mailing; 10 times greater for the Love Me tag mailing; and more than 12 times greater for the 3-D mailing.

The Love Me tag mailing had the highest average gift of $26 and was the overall winner, making it the new control.