Testing your direct mail is vital. In fact, testing is tremendously important in every industry. Nothing just comes easy. Before you invest in something, you need to make sure it works.
I read an article in the NY Times this week. It concerned the testing process that Lamb Weston was doing with regard to the crispness of French fries received upon deliver. Lamb Weston is the largest company producing French fries. I figured if they were testing this, it was worth the investment.
And while I was reading the article, it reminded me about the same rigors of direct mail testing.
We all know that French fries is a staple of life and there is nothing worse that soggy fries accompanying a meal. The challenge for Lamb Weston has been to create a crisp, tasty French fry that will stand up to the rigors of food delivery services. For example, delivery by Uber Eats.
To do this, Lamb Weston has been diligently testing lots of variables. For example, the way the potatoes are cut, fried, and what kind of batter holds crispness best. They also looked at how delivery companies stack foods as well as the actual delivery container itself.
Through its’ testing process, the company has learned that a particular type of batter was the winner. This batter produced a french fry that can stay crisp for up to an hour, even if microwaved to reheat at home.
The testing process also found that lightly folded paper bag is a far better container that any other type.
Long story short, their diligent testing methodology has come up with the solution to soggy French fries.
Segue to Direct Mail testing
When we test direct mail, we may be testing offer options against each other, the same way Lamb Weston tested batter types. Sometimes finding the winner takes several tests.
Testing which photo is more compelling in a focus group situation is the same as using a panel of French fry chewers to determine crunch-appeal.
In Direct Mail Testing, the envelope/package is the same thing as testing the delivery container.
In Direct Mail Testing, who is receiving the delivery is the same as testing the audience, the actual mailing list itself.
Testing is testing. You can’t get away from the fact that the only way to truly know what works is to test it. Once you get the formula, or in the case of French fries – batter, right – your end product will be successful.
For more info on the testing of French fries for crispness: https://www.nytimes.com/2018/06/29/business/french-fries-delivery.html
BTW – New Movers are one of the hottest market segment for meal delivery!