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Tag Archives: direct mail

Lessons not learned in 2016

Brexit and Donald Trump’s election were, according to fivethirtyeight.com, well within the margin of error in polling predictions and so were shocking only because people were mentally and emotionally incapable of thinking these events would take place. This made me think of some experiences with focus groups and direct mail back in the days when […]

If you can’t read the results, why test it?

My early direct mail copy chiefs beat this mantra into me: only test one thing at a time. If you change the offer and simultaneously change the letter lead, how do you know which change was responsible for any lift? I thought of this as the drumbeat of “Free FICO Score” offers from Chase Slate […]

Who else wants to see their FICO score? (and other mailbox mysteries)

This credit card promo from Chase caused me to fire up the mailbox monitor. The premise is that you get a free monthly FICO report with the Chase Slate card. My household has been carpet bombed with these packages recently, both my wife and I receiving multiple mailings sometimes on the same day. There are […]

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