Testing Your 800 Number

Although the 800 number has proved its worth over and over again, yours may be the exceptional circumstance. Why not find out? Test your 800 number with the same type of precision and accuracy as other facets of your direct response advertising. In some of the advertising or direct mail pieces, use a split run to determine whether the number pays for itself. The test can be split into the following segments.

•Use of a toll free number

•Use of a regular number
(buyer pays for this call)

•No phone number listed

In each case, the test is for total dollars generated; then the increase, if any, is weighed against the cost of the toll-free phone system.