Testing is, in our opinion, the very essence of Direct Marketing. For the US Hispanic segment, as well as during our experience in Latin America and Spain, we've conducted a number of tests. These have included: Language, Creative, and Content Strategy.
We've tested offers, incentives, contact strategies and lots.
In terms of language, we've tested Spanish-only; Bilingual; English-only; Mostly English with selected Spanish and vice versa.
We've tested long copy vs short copy.
In terms of creative we've tested: Message, Color, Format (#10, #12, 6x9, 9X12); We've also tested teasers, Johnson boxe, Buckslip, Lift note.
We've also tested response mechanisms: Call Now! Call Now with incentive; BRE; Request more information; URL
Over the years, we've handled highly complex test matrixes with as many as 48 different cells.