10 International Direct Mail Tests (895 words)
•In a mailing to Latin America, National Geographic tested an all Spanish-language package against an all English-language package and a hybrid printed in both Spanish and English. The hybrid pulled the best.
•In the U.K., National Geographic tested its U.S. control —tweaked for the British market—against an adaptation that contained the same inserts but was slightly more upscale. The envelope resembled an invitation and was of a better quality paper stock than the current U.S. control. According to sources at National Geographic, Europeans tend to respond better to a slightly more upscale look. It was right: The upscale adaptation pulled 20-percent better than the U.S. control.
In the pages that follow, you will find numerous international suppliers ready to assist you in every facet of international direct marketing—from testing to roll out. Give them a call, and don't forget to tell them Target Marketing sent you!