Multivariate Testing
Blog Tag
Time for a Marketing Health Check-Up?
Going to your doctor to get an annual physical is part of being and staying healthy. We schedule these appointments a year in advance, and if we have been following the doctor’s orders for the previous 365 days, we are rewarded with a clean bill of health (though most of us are also given a […]
Our Personalization Equipment Upgrades Keep Us Ahead of the Curve
At IWCO Direct, there is a lot that goes into keeping our production equipment aligned with the growing needs and complexity of highly-personalized, data-driven marketing campaigns. Marketers continue to expand their use of personalized messaging in all parts of their direct mail designs. We are continually exploring the latest technologies and personalization equipment to fulfill […]
Conjoint Analysis Lowers Cost and Increases Speed of Direct Mail Testing
If you are a regular reader of IWCO Direct’s blog, you’ll know that we are active proponents of direct mail testing as part of a comprehensive direct marketing strategy. When we test direct mail, we learn what creative messaging and formats (and data) achieve the best results for our clients. At the same time, […]
A Proper Direct Mail Testing Strategy Helps You Determine Which Packages Are Really Winning
If you’re like me, the summer has certainly been welcome. Along with the return of warmer weather, school is out and kids are brimming with excitement about attending camps, sports, and other activities. I know I feel a bit like my nine-year-old daughter’s activities director (or, more accurately, her chauffeur). Ava’s schedule is jam-packed with […]
Testing Tuesday: The Best Approach to Auditing Your DM Campaign
Our clients are under constant pressure to improve results. They might already have a solid, high-performing direct mail campaign that brings in thousands of leads per campaign, but then the next planning cycle rolls around and their CMO says, “Great job – now, how do we take it to the next level?” At IWCO Direct, […]
Testing Tuesday: The Road to Multi-Channel Attribution
Last week Jim Leone described the current state of the industry when it comes to using data to drive dynamic content for direct mail campaigns. He mentioned it’s an on-going process that continues to get better, but we haven’t reached our final destination. In much the same way, when it comes to multi-channel attribution and […]
Four Principles of Direct Mail that Stand the Test of Time
Every industry has a set of principles that hold true despite years of change, innovation and disruption. Direct marketing is no different. Although there is an expanding array of channels, when it comes to the overall marketing mix, direct mail is still fundamental to marketing. It’s the flour to bread, the grapes to wine, and […]
Direct Mail Testing: Your 3-Step Guide to Better Response Rates
As direct marketers, we’re all looking for an edge, even just a slight adjustment to the offer, copy or design that will lead to better response rates. Would you believe me if I told you that something as simple as one sentence, just five little words, has the power to lift results by 20%? The […]
The #1 Opportunity in Your Direct Marketing Strategy and How to Take Advantage of It
Unfortunately, not every direct marketing strategy or campaign is a success. When things go south, there is usually no shortage of opinions on what the culprit was. But in all my years of experience, the number one reason a direct marketing strategy failed – or at least didn’t reach its full potential – is limiting […]
Direct Marketing Case Study: Protecting P&C Insurance Response Rates
We’ve come to our final direct marketing case study of the week. This example looks at the property and casualty insurance market and one client’s efforts to increase the success of direct mail campaigns through unique package sizes and highly focused testing. Overview Property and casualty insurance is all about protecting people and their assets. […]
