Lauren Livingston

By Tracy A. Gill From list selection and price points to offer and creative, market research can have a strong influence on just about every aspect of a direct mail campaign. "It's kind of like the old 40-40-20 method. We find that about half of the effectiveness of marketing research goes into list selection," says Alan Weber, president of Marketing Analytics Group, a direct marketing consultancy based in Cleveland, Mo., "and the other half can be realized by making better offers and more appropriate creative to those segments." Whether the data is scientifically generated or anecdotally shared, it can give you the creative

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