The Multi-Variable Test

Direct marketing offers a chance for accurate testing — something that is not really possible in any other marketing medium: TV, Radio, Print, Billboards, POP or in-store displays. Using these media, you can often notice a lift in sales, but you can never be completely sure what it was that produced the lift. On the other hand, you can use direct mail or email to send out 100,000 offers, and find out exactly how many customers make responses and purchases. You can also use DRTV with an 800 number or a website for response. Using these you can track actual results rather than awareness, attitudes, or general increase (or decrease) in sales.

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