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The first three rules of direct marketing is Test, Test and Test.
The best tests you can do are simple, but you must not simplify at the expense of accuracy.
Here are a few simple guidelines:
1 Direct Mail – When you have selected your lists and deduplicated them simply A/B split the list and then test the control mailing against your latest test mailing.
2 Email – When you are able to broadcast your own email you simply A/B split as you would in direct mail. However, the owners of the best lists will insist on broadcasting for you. Most will offer you split testing and do it properly. However you are totally relient on them.
3 Landing Pages – Very easy to test as many options as you like but be careful not to try and test too much at once.
4 Website – Again it’s very easy to direct every other new enquiry to your new test site to enable you to compare response with your “control” website.
5 Facebook and other Social Media – Again, most media offer you very simple ways to A/B test new ideas.
Whatever you do keep testing.