A new tool for pre-testing direct mail

This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response.
  

A new tool for pre-testing direct mail

Margaret Faulkner and Rachel KennedyEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

Direct mail (DM) is a core marketing activity. A recent Direct Mail Industry (2006) survey found that 10% of marketing budgets are spent on direct mail, with the generated UK sales estimated to be £17bn. Royal Mail reported a 2% reduction in direct mail in 2006 but growth of 9% in the charity sector with over 130 million mail pieces sent in the last quarter of 2006 (Campanelli 2007).

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