A Digital Revolution to Testing Direct Mail
Posted on September 4, 2019 by mailomg in Memo 413, Uncategorized // 0 Comments
By Andy Bear
Executive Director of Strategy
Quad Marketing Solutions
Testing is essential to direct mail success. Adequate testing includes examining which headlines, copy, colors, layouts, and images will produce the greatest response. But the cost of testing direct mail, not to mention the opportunity cost, can be enormous.
The way we test email and direct mail are quite similar. Marketers split mailing lists into A/B lists, send the deliverables to these lists, then compare responses based on variables such as layout, colors, images and messages.
While testing printed direct mail is laborious and expensive, testing direct response email is low-cost and fast. This is true because digital environments automate production, delivery and response, which are the slow, expensive parts of printed mail.
But most of what marketers want to test about their printed direct mail is in the realm of design and content. Why not use digital environments to automate production, delivery and response for printed mail? … (click to read more)
Search the Official Mail Guide
NY Giants Legend Carl Banks Keynote At MAILCOM
LATEST NEWS
-
This document includes planned changes under review for the next pricing structure release scheduled for January 2024. It includes details on First-Class and Marketing Mail [...]
-
WASHINGTON, DC – The United States Postal Service Board of Governors today announced its unanimous approval of an adjusted Fiscal Year 2024 budget for the Postal Regulatory [...]
-
Process your parcels with ease with Eii’s EZ-Workdesk. This turnkey solution captures crucial data about each package and communicates it to your business logic. Your [...]
-
From Tritek: Universities build state-of-the-art research facilities and top-of-the-line athletic training complexes. Upgrading the mail center is rarely on their investment [...]
-
The USPS delivers to every address in the nation 6-7 days per week, collecting valuable addressing and geospatial data along the way as part of regular operations. With an [...]
-
From Quadient: Life gives you surprises sometimes. For example, I’m pretty sure you didn’t wake up today expecting to read about the U.S. Patent 701,839, but that is [...]
-
From MAIL Magazine September/October 2023: The Pennsylvania Department of Banking (DOB) oversees the state’s financial institutions. It regulates over 200 state-chartered [...]
-
As of September 25, 2023, residential households in the U.S. can order one set of #4 free at-home tests from USPS.com again. Here’s what you need to know about your [...]
-
MAILCOM ’23 kicks off October 2 at Resorts in Atlantic City. The annual fall conference and exhibition runs through October 4 and features five keynote presentations [...]
-
WASHINGTON, DC — The U.S. Postal Service filed notice with the Postal Regulatory Commission (PRC) requesting approval to make certain Mail Classification Schedule (MCS) [...]
-
WASHINGTON, DC — The USPS plan filed with the Postal Regulatory Commission would give mailers a 30% discount on additional First-Class and Marketing Mail volumes. As [...]
-
Upcoming Seminar At MAILCOM 2023: Intelligent Mail Indicia (IMI) was introduced in 2015 to ensure that postal service receives frequent postage use information to better [...]
Next Postage Rate Hike July 9, 2023
NEW IN THE OMG:
-
memo 568
Increase Output With Quadient iX-9
-
Spring 2020 Tech
Tabbing & Labelling System
-
Spring 2020 Tech
PB Intelligent Lockers
-
OMG Spring 2019
Forms Processing Equipment
-
Spring 2020 Tech
Mail Tray Carts
-
Spring 2020 Tech
Correct Elect Vote by Mail
-
EII Light
Sort-to-Light For Flats, Parcels
-
Spring 2020 Tech
EZ-Letters Sorting Solution
-
PB SEND AUTO
Pitney Bowes SendPro C Auto
-
Memo 211
Mail Matching System
-
Spring 2020 Tech
Prepare USPS Mailings In Cloud
-
Spring 2020 Tech
Card Mailing System
-
memo 569
Open/Scan/Email Incoming Mail
-
Spring 2020 Tech
Convert Flats To Envelopes
-
Bowe Speed
Fusion Speed Hits 30K Envelopes/Hr
-
Spring 2020 Tech
Make Shaped Mail
-
memo 543a
Full Color Inkjet Direct Mail Printer
-
Memo 540
Seal-Tight Concentrate Saves
-
Spring 2020 Tech
SMART Shipping System