Jude Hoffner

How to Build Better Zip Models

| Jude Hoffner

If the recent postal hikes did nothing else, they prompted mailers to do more analysis. For example, some are testing zip models and gleaning significant insights.

Doing Matchbacks? Follow the Rules

| Jude Hoffner

OK, class, quick test: You mail a catalog, and 21 days later send a postcard. If the customers buys something on day 28, what fraction of that sale was postcard-driven?

Quick Tip: Test a Catalog Via Bouncebacks

| Jude Hoffner

We at Lenser recently had several clients begin the planning process for launching a second or third catalog title, seeking to extract ever more value out of their housefile and eager to present the market with an attractive new brand.

Can You Trust Your Test Results?

| Jude Hoffner

Direct marketing is all about the numbers. Whether it is response rate, lifetime value, square-inch analysis, or any other metric you can dream of calculating, we all rely on measurability to give our businesses the advantage they need to succeed.