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Direct mail made its name several decades ago by being THE accountable medium.
In those days, everything was tested – pack, list variables, proposition, copy, artwork – to avoid nasty surprises and maximise return on investment.
But until internet testing was perfected, most direct mailers could no longer live up to the accountability claim, because testing had become too expensive and too slow to keep up with a world where things happened fast and instant gratification had become the norm.
Traditional direct mail testing against a control cell takes four to six months from concept to analysis; and costs £25,000 to £40,000 per pack (including artwork, data, print and post). Only companies with big budgets can afford to regularly test in this way.
The rest used to rely on “gut instinct” – until now, because internet research can test several concepts simultaneously – competing packs, envelopes, copy, artwork and lists – and costs less than a single focus group. So even the smallest DM department can afford to test as many variables as it wants and have answers within days.
Direct mail provides the muscle to drive home a message. The internet can act as the brain to enhance the impact of DM’s fist by ensuring it carries the right message.
To learn more about 360degree testing visit http://www.fastmap.com/360DirectMarketing.html
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