A new tool for pre-testing direct mail
Date
2008
Authors
Faulkner, M.E.
Kennedy, R.
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Journal article
Citation
International Journal of Market Research, 2008; 50(4):469-490
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Abstract
This paper outlines a new pre-testing tool designed to identify which piece of direct mail will generate the best in-market response. The development process is described (interviews with fundraisers and donors as well as six pilot studies). The paper also details an in-market test of the tool in a fundraising setting. Importantly, the tool was tested on direct mail from split-run tests where response was measured in terms of real donations. Test A identified the winner, which was consistent with the in-market winner, and Test B showed no difference in results, consistent with in-market performance. These initial results show promise for the tool as a practical resource for market researchers and their clients. © 2008 The Market Research Society.
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