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).
As with all forms of...