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Direct
Marketing Tip: Swipe
and Watch Your Competitors' Test Results.
--
Place several orders with each of your competitors. But use a
different last name (or email address) for each order to "beat" their merge-purge
algorithms. And not your office address. |
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Don't Put Your Head in the Sand.
As marketers, we all fall into the "We're-in-a-Class-By-Ourselves"
Syndrome
so easily! Especially if we're a premier product in
our field. So be humble or you'll get overtaken by a
smart young upstart.
You Don't Need It Until You Need It. It's
one of those Boy Scout planning things. You have to be
monitoring it on an ongoing basis -- or at LEAST collecting
it so that you'll have it when you need it.
Let Your Competitors do the Testing
for You.
If you know that your competitor is a diligent tester, when you use the method shown above, you'll probably get a few tests as well as
their control.
Then Make Conclusions About their Results. Whichever test they roll with in their next mailing probably worked. Any others probably failed. |
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