Steve Cuno

Asking direct mailers about whether or not they use social media in their marketing strategy is a bit like asking anyone in their 30s, 40s or 50s if they've seen the movie The Social Network. "I've heard it's good, but haven't gotten around to it." So, are many direct mailers taking advantage of this popular, yet unproven form of communication?

The direct mail test is making a comeback in 2010. After the May DirectMarketingIQ webinar, Direct Mail Testing in 2010 - Copy, Offer, Lists, Formats, Personalization and More, two prominent direct marketers—Grant Johnson, founder and president of Johnson Direct in Milwaukee, and Steve Cuno, founder and chairman of RESPONSE Agency in Salt Lake City—took on questions that you might have yourself before testing your next campaign.

In April 13's "Direct Mail Testing in 2010 — Copy, Offer, Lists, Formats, Personalization and More" webinar, we heard from two prominent direct marketers — Grant Johnson, president of Johnson Direct and author of "Fairytale Marketing," and Steve Cuno, chairman of Response Agency and author of "Prove It Before You Promote It." Both have rosters of big and small clients that still test, and both discussed why testing is more important than ever in the current climate.

Testing. Remember the glory days when direct mail testing was as normal as a mailbox full of mail? Nowadays, of course, testing is down and so is mail volume. But the latter didn't create the former and, if anything, makes 2010 the perfect opportunity to roll out tests, both big and small.

With reduced competition in the mailbox and prospects growing increasingly tired of email solicitations, 2010 can be the year of record response rates in direct mail, especially if you TEST and do it right. 

We're going to turn to two prominent direct marketers - Grant Johnson, president of Johnson Direct, and Steve Cuno, chairman of Response Agency - who both have rosters of big and small clients that still test. They're going to reveal...

- Why testing is more important than ever in the current climate
- The science of a well run test
- Several tests that proved effective
- What tests that aren't being run right now, but should
- The best copy tests of today
- What type of offer tests are worth trying
- What size and type of formats that should be tested
- Different levels of personalization that can make for a winning test

Come to this session armed with your questions about testing. You'll be able to submit questions directly to our panelist for a live Q&A session during the hour.

Investing in this webinar will prove to be one of your best moves of 2010, as you'll walk away with a handful of actionable testing strategies for your direct mail program. And you'll see that testing doesn't have to cost a bundle, but can certainly make you one.

Registration fee: $79 (as an added bonus, all registrants will receive a free copy of our how-to guide: The Secrets of Direct Mail Testing!)

Click here to register for this webinar today!

Can't make it on April 13? No problem! Target Marketing Group webinars are archived for 90 days after the live event. Click above to register and get access to this webinar on-demand.

Testing. Remember the glory days when direct mail testing was as normal as a mailbox full of mail? Nowadays, of course, testing is down and so is mail volume. But the latter didn't create the former and, if anything, makes 2010 the perfect opportunity to roll out tests, both big and small.

Copywriting is the backbone of direct mail—just as screenwriting is the same for the movie business—but in this increasingly high-tech industry, that's been forgotten. With more multichannel campaigns, upgraded database marketing techniques and splashy self-mailers than ever before, the written word becomes an afterthought, literally ... and this is not good, for any direct marketer.

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