This is an interesting video, in that the point is raised that the most aesthetic design does not always return the best response rate (if your intent is to sell a product or service with your direct mail piece).

For smaller businesses, it’s absolutely necessary to test different designs to see which one works.  Doing an A/B Test is an easy way to do this.  Design two pieces with completely different approaches.  Use different response mechanisms (phone or websites/URLs).  And measure, measure, measure!

Watch the video, the ideas are not limited only to fitness facilities…