How to split direct mail codes
| Split by | Example | What you learn |
|---|---|---|
| Mailing list | Past customers, a rented list, a partner's list | Which list is worth paying for again |
| Postal area | A group of zip codes or postcode districts | Where to concentrate the next mailing |
| Drop date | First mailing, reminder mailing | Whether the second drop pays back |
| Format | Postcard, letter, catalogue | Whether the costlier format earns more |
Getting a mailer scanned
A postcard or letter is read at about 30 cm, so print the code at least 3 cm (1.2 in) wide. Keep it away from the address block and any area your postal service reserves for its barcode, and check your carrier's layout rules before you print.
Say what the reader gets, right beside the code. "Scan to claim your 20% off" gives a reason on a piece of paper that has a few seconds to earn one. Mirror the same words on the page it opens so people know they arrived in the right place.
Judge by response per 1,000 pieces mailed: leads divided by pieces, times 1,000. Lists are rarely the same size, so raw counts favour the biggest list. Wait a few weeks before you decide, since mail tends to get opened late, and ask phone callers where they saw you, because a QR code only counts the people who scan.