Testing Your Way to a Breakthrough

2. Offers. When you find problem segments in your file (low average order value, low frequency, low response, etc.) that you need a special offer to remedy, make sure to test several offers to ensure maximum profitability. I’ve seen many offers get good initial results and later prove too expensive to be profitable in a full-scale mailing. Also, you don’t have to give an extreme offer to yield the same or better profitability to certain segments. Sometimes a message with no offer is enough to get the results you need. Remember, you can’t improve your results at any cost … the offer must be profitable to continue.