A change in your offer, creative or package size can dramatically increase response—or not. You'll never know unless you test. That's the beauty of direct marketing: You have the ability to test, re-test and roll out with your best effort. At Al Goodloe's recent Publisher's Multinational Direct "How Publishers Build Sales and Profits in Foreign Markets" conference, international mailers Institutional Investor, International Airline Passengers Association and National Geographic showed how they tested premiums, offers and creative in their international mail packages. Here's a down-and-dirty look at what worked, what didn't and why. Institutional Investor •The Institutional Investor's double postcard U.K. control was pulling
COVID-19’s Impact on Millennial and Gen Z Media Habits — And How Marketers Should Pivot
4 Tips for Targeted Customer Acquisition Marketing
The Rashomon Effect in Change Management (and How to Overcome It)
How Discover Puerto Rico Manages Tourism Marketing During COVID-19
A Look at Marketing Spend Recalibrated: Where Are the Green Shoots?
WWTT? Post-Pandemic Vacation Daydreams Courtesy of Discover Puerto Rico