When decision to include direct mail as part of the customer acquisition strategy was made by the client, several postcard designs were submitted by the creative team. The question was: Which of these creative designs would be most successful at generating qualified leads?
Relevant Insights conducted an online study using a trade-off approach, known for its superior discriminatory power compared to more traditional approaches (rating, ranking, etc.). Twelve postcard designs with different variations in content, headlines and graphic elements were tested with a sample of potential customers.
The results indicated that two of the designs had similar probability of attracting new customers belonging to two different demographic segments. Armed with these insights, the marketing team was able to deploy a targeted direct mail campaign with a high return on investment (ROI).
