Be Willing to Adjust on the Fly
On our first iteration, the airline ticket themed campaign that we developed for our client did not perform up to industry standards. We studied the list, offer and packaging for clues and decided to shake things up a bit.
(Mostly) undaunted, we segmented the list (targeting only appropriate titles), revised the incentive and adjusted the mailer packaging which resulted in an increase of response rates by 8X! Another lesson learned on the critical importance of synergy between the creative, the list and the offer.