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Direct Marketing Research Study Shows Paper and Print Quality Make Significant Difference in Response Rates

Thursday, September 29, 2005

Press release from the issuing company

DENVER--Sept. 28, 2005-- A recent direct marketing study conducted by G.A. Wright Marketing, Inc. shows that using high-quality paper and color applications can increase response rates by nearly 50%. This campaign and numerous others are detailed in a new white paper written by Gary Wright and Tricia Fischer of G.A. Wright Marketing. G.A. Wright prepared two versions of two different promotional mailers. One version was printed in four-color on a heavy gloss paper stock; the other in three-color on a lighter matte paper stock. The message and graphics were identical. For each mailer, the response to the higher quality piece was significantly greater, between 40 and 50 percent. "The little details in marketing communications might not seem like a big deal from a creative point of view; however, when it comes to results, the differences can be huge," said Gary Wright, founder and CEO of G.A. Wright Marketing. For the past 20 years, G.A. Wright Marketing has conducted a new test each month to determine how to get the best possible responses from direct marketing campaigns. On average, more than 175,000 marketing pieces are mailed monthly with approximately 50,000 going to each test and control cell. Variables tested include messages, offers, headlines, copy, creative, envelopes, the effect of color, lists, font styles, stock of paper, and personalization. "Testing is a very important aspect of direct marketing," continues Wright, "yet few organizations integrate testing and measurement into the marketing mix. By testing various messages and other elements of your campaign, you can pinpoint precisely what motivates and inspires your customers to action, and what doesn't. As a result, your marketing programs will generate a higher return and your marketing dollars will go further." According to Wright, marketers need to monitor response rate differences and revenue generated per piece mailed. Testing results help organizations define the best marketing strategies and identify which sales representatives or regions are outperforming others. The overall benefit of testing direct marketing is a much more efficient and profitable marketing program, according to Wright. To obtain a copy of a white paper on testing direct marketing, please contact Jodi Lee at G.A. Wright Marketing, Inc., 720-941-2425, or email jlee@gawright.com.




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