Direct marketing

How does a Direct Marketer know what will, and won't, work? What role does testing play in any Direct Marketing plan? How many areas of Direct Marketing should be tested? Why is testing a vital part of developing the marketing budget?

For the purposes  of our  Discussion I would like you to apply the principles of Market Segmentation and Testing to a real life example. Attached is an email advertisement that is pure Direct Marketing. Look it over carefully.  The market segment should be obvious.  The message is clear. Ask yourself:  what other market segments could this same message, with a slight revision,  be directed towards?  Why? What particular areas of the message do you feel should be tested?  The email subject line? The graphic chosen? The 3 points being stressed? The color and typeface used?  What does the class think?  A response can always be made better.  How would you do it?