Test of Time

Testing is an integral part of business if you wish to succeed. Some tests require little time to see immediate results; but they need to be set up correctly. One thing I have learnt over time is that you should only change one variable per test and then you have to be very careful about your target audience. Remember you have to compare apple's to apple's for good results in Feedback_form.html. The test of time is if something remains true over a long period of time.

I have had pretty good success using what I call a negative and positive approach. The amazing thing is that each type ad brings in nearly the same number of respondents. The only thing I change is the message connotation, some say that's to much; but it works for me. I usually put at least a month between ads and send it to the same lists. I am a firm believer in using smaller (5000 or less) newsletter lists but very specific in relationship. By doing this it holds costs down and gives me a pretty good idea of what people are looking for in an ad.

If I don't get good results from the ads I rewrite and test again; usually on a different newsletter list. I keep doing this until I find a message that gets a decent response. Then I find other newsletter lists as directly related (similar keywords and related content) and keep a record of the results from each campaign and where and when it was run. This also allows me to evaluate the newsletter lists and their responsiveness to various related products.

I have noticed that some lists are more responsive than others. I haven't been able to determine if one list has more available cash than the other, or some other factor(s) are involved. I'm still trying to find a way to do this geographically and economically.

I think from what I'm seeing, there are people that will only consider positive data; but almost an identical number likes negative data. I would guess, that the negative ads are perceived as more truthful by a particular group of people. Evidently, both types of people make up these lists. This really fooled me the first time I tried this technique. My original thoughts led me to believe I would receive more responses to the positive ad; I was incorrect.

Timing does have an impact upon the out come. If you don't wait long enough some will still recognise the product and realise what is going on. I have had pretty good luck with waiting a month if the newsletter is sent twice monthly. I also prefer newsletters that publish no more than twice monthly. I believe these newsletters are accepted and fully read more often; than those with the daily blitz of email.

This may not work for everyone, but it has stood the test of time for me. You may want to give it a try and see if it will work for you.

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