March 14, 2018

Is 'Direct Mail News' an Oxymoron?

Quad/Graphics Improves Direct Mail Testing by Removing the ‘Direct Mail’ Part

BusinessWire

Direct mail remains a nutritious part of your complete marketing mix. But innovation is rare. So it’s exciting to see printer Quad/Graphics touting a new platform that can run tests “at a fraction of the cost of traditional mailing testing.” Their trick is to have an online survey panel preview mailer elements and then pick the best combination. Clever and effective but I had imagined something more magical.

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Persado and Movable Ink Partner to Test Email Variations

Persado

By coincidence, we have an announcement from dynamic content generator Movable Ink and automated content creator Persado that they’ve partnered on a system to generate and test multiple versions of emails. Kinda like one of those chocolate-meets-peanut butter commercials. Results come from real promotions, not a survey panel. Of course, it’s much easier to test in email than print mail.

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Iterable Integrates with Inkit to Send Direct Mail

PR Web

I wouldn’t usually mention that omnichannel messaging tool Iterable has integrated with direct mail production platform Inkit. But it fits today’s topic and there’s not much else to report. So I just did.

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