Faster, Smater
Direct Mail Testing

Test Lab™

Streamworks Test Lab™ provides strategic guidance, builds approved test versions into your existing production run, and covers the incremental production costs required to execute tests within our program guidelines.

Testing Should Not Feel Complicated

Most marketers understand the value of testing. The challenge is knowing where to begin.

Should you test the outside envelope, the offer, personalization, a graphic, or a call to action? How will you measure the response? Will the test require another setup or create additional production expense? When those questions are not answered, testing is postponed, and campaigns continue mailing without generating the insights that could strengthen future performance.

Test Lab™ gives you a structured, practical way to test within campaigns you are already producing.

As a Test Lab Partner, you receive:

Strategic guidance on what to test
Help defining a focused test objective
Production feasibility guidance
Recommendations on appropriate response tracking methods
Execution of approved test versions within your production mailing
Incremental test production costs covered within program guidelines

How Test Lab™ Works

Together, we identify a focused testing opportunity and define what you want to learn.

We start by reviewing your campaign goals and identifying a focused, practical testing opportunity. Together, we define what you want to learn and confirm that the test can be executed within the Test Lab™ guidelines.

We build approved test versions directly into your existing production run.

Using variable data printing, inline envelope printing, intelligent inserting, and production automation, we incorporate approved test versions into your existing production mailing.

You use an appropriate tracking method to measure performance by test version.

Reliable response tracking is required. Streamworks advises on tracking options, but any third-party tracking services, setup fees, or implementation costs remain the client’s responsibility.

You submit results through the Test Lab results form to help build our knowledge base.

After the campaign, you submit results through the Test Lab™ results form. The information helps build a growing database of direct mail performance learning that can inform future testing ideas and program guidance.

Multiple Envelope Versions.
One Production Run.

The Condor inline envelope printer allows Streamworks to change the printing on the outside of an envelope as pieces move through production. This makes it possible to produce controlled envelope variations within the same campaign without creating completely separate production runs.

See Variable Envelope Printing in Action

Test Lab™ can support a variety of direct mail testing opportunities when the variations can be incorporated efficiently into the approved production workflow.

Testing options depend on the campaign format, equipment, component specifications, mailing volume, and whether the requested change affects package weight or requires a separate production setup.

Outside Envelope

• Teaser copy
• Logos
• Fonts and colors
• Graphics
• QR codes
• Variable promotional messaging

Letter and Creative

• Headlines
• Opening copy
• Offers
• Calls to action
• Images
• Personalization
• Ask amounts
• Response messaging

Inserts and Package Components

• Alternate inserts
• Promotional messages
• Donation asks
• Membership levels
• Benefit messaging
• Reply device content

What Streamworks Covers

For approved Test Lab™ campaigns, Streamworks covers the incremental production costs incurred to execute the test in accordance with our established program guidelines.

You continue to pay for your normal campaign production, materials, postage, and any optional services. The additional production cost associated with creating the approved test versions is covered by Streamworks.

Tests within standard guidelines may include:

Variable teaser copy
Alternate logos or graphics
Standard inkjet color changes
QR codes
Variable envelope messaging
Creative variations that can be produced within an existing workflow

Small upcharges may apply when a requested test requires:

A second inkjet color or print head
A specialty cartridge color that is not a standard production color
A non-standard production modification
Another requirement that falls outside the standard Test Lab™ guidelines but can still be added efficiently
Any applicable upcharge will be discussed and approved before production begins

The Test Lab™ Partnership:

A Partnership Built on Insights and Driven by Results

Test Lab™ is a collaborative program that combines strategic guidance, production capabilities, performance measurement, and shared learning.

Every completed Test Lab™ campaign adds another result to a growing database of direct mail performance learning. The purpose is not to assume that one result will apply to every future mailing. It is to build a stronger foundation for developing test ideas, recognizing recurring patterns, and identifying what should be validated next.

What Streamworks Provides:

Strategic guidance on what to test
Production feasibility review
Execution of approved test versions
Incremental production costs covered within program guidelines
Guidance on response tracking methods

Test Lab™ Partners Agree To:

Use a reliable response tracking method
Pay any tracking-related or third-party costs
Submit campaign results through the Test Lab™ results form
Provide complete results by test version
Contribute anonymous performance information to the growing knowledge base

Frequently Asked Questions

Your direct mail campaign is not free. You continue to pay for regular production, materials, postage, tracking, and other campaign services. For approved Test Lab™ campaigns, Streamworks covers the incremental production costs associated with creating and executing the test versions within program guidelines.

No. Test Lab™ works best when test versions can be produced without creating separate production runs, changing package weight, or significantly disrupting the approved workflow. We review feasibility before the campaign is accepted.

No. Strategic guidance is part of the program. We can review your campaign and help identify a focused, practical testing opportunity.

No. Streamworks advises on appropriate tracking methods, but any third-party tracking services, setup fees, or implementation costs remain the client’s responsibility.

Sometimes. If the request is still easy to add but requires a second inkjet color, specialty cartridge, additional print head, or another non-standard production requirement, a small upcharge may apply. Any cost will be approved before production begins.

You submit the results through the Test Lab™ results form. The results contribute to the program’s growing database of direct mail performance learning.

You retain ownership of your campaign data and results. Anonymous performance information may be added to the broader Test Lab™ knowledge base as part of the partnership.

Want to Go Beyond an Individual Test?

Response Insights™ provides a deeper level of performance measurement across multiple campaign variables. Using our campaign regression model, Response Insights™ helps identify meaningful performance patterns and develop directional recommendations for future testing.

Streamworks-Guide-Test Lab Checklist-Mock-Right-cropped

Ready to Plan Your First Test?

A successful test begins with a focused question and a clear plan. The Test Lab™ Planning Checklist helps you organize the information needed before your campaign enters production.

The checklist helps you:

Define the campaign objective
Identify what you want to learn
Select a meaningful variable
Confirm the control package
Choose a response tracking method
Establish success metrics
Prepare campaign and production information

Ready to Improve Your Next Campaign?

You do not need a complicated testing program to start learning from your direct mail. Streamworks will help you identify a focused opportunity, build the approved test into production, and cover incremental production costs in accordance with the Test Lab™ guidelines.

Faster, Smater
Direct Mail Testing

Test Lab™

Why Use Test Lab™