If there’s one thing that makes direct mail a reliable method of drumming up new business, then that would have to be the ability to test if different version of a pack achieve a better return on investment. Having processed many mailings over the years, I can attest that clients rarely take full advantage of this feature. In fact, more often than not, clients don’t test at all.
Not testing is commercial suicide. In today’s competitive climate, if there is anything that can be done to reduce the cost of acquiring a customer, then it must be done. It’s a no brainer. Research shows that in times of depression, those that continue to advertise are those that do well. It also shows that those that continue to advertise also make efforts to stretch their budget even further.
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Not testing is commercial suicide. In today’s competitive climate, if there is anything that can be done to reduce the cost of acquiring a customer, then it must be done. It’s a no brainer. Research shows that in times of depression, those that continue to advertise are those that do well. It also shows that those that continue to advertise also make efforts to stretch their budget even further.
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Join Diigo for a free account, or sign in if you are already a member.