50 Best Tips for 2015
21. Use your service bureau to create a "bad" prospect suppression file — i.e., prospects that look good and therefore come into the top segment but don't convert to a buyer despite multiple contacts.
22. Whenever possible, mail your merge output "super dupes." These are buyers from segments you didn't plan to mail, but that hit against your prospects in the merge. Since these names were found on two sources, they often perform well. There usually aren't many, but are worth mailing.
23. Google's Universal Analytics and Conversion tracking tags are free; the insight they provide is priceless.
24. Check your AdWords mobile spend often. Set bid adjustments at the campaign or ad group level.
25. Don't just change a promotion or mailing; ALWAYS test first.
26. Due to increasing cost of postage and/or paper, find other ways to make up the money so your bottom line doesn't take a big hit. For example, test blow-ins and package inserts, rent your housefile, use less aggressive promotions, try a different paper stock, increase merchandise, and participate in co-mails.
27. Look back at successful years and see what you may have changed (e.g., promotions, covers, merchandise, etc.).
28. Complete a competitor analysis to learn their strengths and weaknesses.
29. Do a market overview to develop promotions for future mailings.
30. Develop a strategy for reviving older buyers — e.g., new test promotions.
31. Be willing to retest an offer or promo that didn't work the first time if it's been a while. Things can change.
32. If an offer or promo was working, but isn't getting the same results anymore, don't just continue because it worked in the past. Try a new test.
33. Different promos should target different parts of your audience. Prospects, inquiries and older buyers should receive a more enticing test promo than recent buyers. This is easily achieved through a black cover plate change or a dot-whack on the cover.