RT Posts entry on 05.15.09
Katie McGrath, One-to-One Director
Every now and then we’re given the opportunity to assess the viability of a direct mail or email execution by exposing it to a focus group representing our target audience. Following the focus group input, we’re then in a position to have a real, live, in-market test of the ...
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RT Posts entry on 03.24.09
Katie McGrath, One-to-One Director
One of the basic truisms of direct marketing is the hierarchy of influencers on response. This tenet states that fully 50 percent of the results of a DM effort are attributable to the list; the offer or promotion carries 30 percent of the responsibility; and the creative “packaging” is ...
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