How do you know if the results of your mailing are statistically significant?

One of the great benefits of Direct Mail is that it's results are very measurable. However what isn't always clear is whether a trial's results are statistically significant or not.

For example if you mail 1000 items as a trial and get 32 responses, can you conclude that you have beaten your previous mailing which achieved 250 responses from 10,000 mailings? This handy Mailing Significance Calculator will tell you whether the difference is significant or not.

By significant we mean can we  draw a conclusion that something has worked or not worked from the results we have got to date? This is not just an academic exercise, if we adopt or reject a mailing piece, promotional offer or data list without ensuring the decision is based on fact we stand the very real risk of rejecting profitable strategies or adopting unprofitable ones, based purely on 'gut feel'. 

How readable is your copy?

Generally the less readable your copy, the lower your response rate. This shouldn't come as too much of a surprise. If readers have to concentrate or struggle to understand your copy then your response rate will be compromised. The difficulty is that all too often we are very close to the copy we write, and don't realise  that we may be making big assumptions about what the reader understands.

The Flesch Kincaid Grade Level calculator (external site) measures how readable you text is. You can simply copy and paste your text into this site and it will tell you the average reading age required to understand the piece.

Try tweaking a few paragraphs and see how the results change.

A really useful tool for anyone who needs to write copy for a mailshot (or anything else for that matter)