Meet the Masters - Martin Baier
"When they 'mentored' Bob and me to mail drug stores only on odd-numbered years—and we asked why—they answered, 'Don't ask questions. Just do as we say.'"
Actually response was so good overall that measurement was superfluous!
However, that was to change.
"As that response waned as more and more got into mail-order, and postage and other costs rose rapidly, mistakes became costly. Testing and scientific decision making were imperative.
"I well remember one such mistake when we made a single drop of a half-million pieces the weekend before President Eisenhower's famous heart attack. From that we learned about the sensitivity of response to exogenous, uncontrollable factors."
Baier's advice to other direct marketers: "Think strategically and objectively. Experiment."