Clever, But Not Urgent Enough
My readers might be puzzled that I've chosen an ad I deem for this issue's makeover. But I think of this column space as a workshop where we look at selected
The Obfuscation Situation Or, here’s to mice-type
I have a love/hate relationship with Vanity Fair. And I'm hooked on HDTV. What's the parallel? The Obfuscation Situation. Vanity Fair has elements we
Game Changer: How to Make Sense of the Intelligent Mail Barcode
Nearly 60% of the 212 billion mail pieces the U.S. Postal Service processes annually is direct mail. But with countless millions of people moving each
Do The Math
Loyalty Builders' mathematician Bill Vorias offers a hypothetical example of how a lowered confidence-level requirement can work.
How Louche of You: DM Copywriters Should Choose their Words Carefully
Until this year's political campaigns, who ever heard or read the word or referring to public reaction to a campaign promise by just about anyone running
DRTV Energizes Solar Campaign
Power-Save Technologies has pulled in more than 10,000 leads for home solar energy systems thanks to a DRTV campaign that began this summer. The effort
The Case Against A/B Splits
As multivariate testing takes off, the dear old A/B split is losing favor with statisticians.
The Malted Milk Mailing of 1895
It may be hard to believe now, but malted milk was once thought of as a medicinal product. And that's the way it was marketed by Horlick's Food Co. of
Scaled-Down Testing: Tips for DMers with Small Target Audiences
Business-to-business direct marketers find it hard to test, and for a good reason: B-to-B campaigns are complicated, with multiple touches and long sales
Three Rules for B-to-B Testing
Small test targets aren't unique to B-to-B markets, but the following principles reflect the realities of business DM's complex sales environment.
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