advertising Case Study
Virtual Mailbox: How Recipients Process Mail
The Client's Situation
Two clients wanted to mail information about a bundle of services targeted to small businesses and was planning a round of direct mail solicitations.
Each client had multiple creative versions to consider and wanted to understand how prospects process mail.
Approach + Solution
The Virtual Mailbox methodology has three phases:
- Envelope evaluation provides breakthrough effectiveness and produces a heat map identifying the most compelling component of the envelope. Associated verbatim comments provide explanation and detail about consumer reactions.
- Content evaluation measures communications effectiveness, analysis of special inserts, and includes insights drawn from verbatim comments.
- Offer performance evaluates response to the offer alone, as well as to the entire package.
Virtual Mailbox enabled our clients to evaluate their creative, their offer, and to identify the “why’s” to explain performance, as well as refine their mailings to incorporate the best of each of the pieces tested.