Plus Vision Corp. of America has found an effective way to test its direct mail and space ad messages: e-mail. More than just an element of the manufacturer’s marketing program, e-mail is Plus’ lifeblood.
Two recent e-mail campaigns to very different, but equally important, target audiences delivered clickthrough rates of over 10% to the direct seller of digital presentation projectors. The creative and the messaging from those tests, like all Plus e-mail, will be reworked for direct mailings.
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