response device test (direct mail)

A test mailing in which different segments of the same mailing have different types of response vehicles. The response from each type is then measured and compared with the others.

Such tests may include business reply card vs. business reply envelope, or both reply card and envelope vs. no reply enclosure at all, or postpaid reply card vs. reply card on which postage must be added.

The expert's thoughts on direct response - growth hacking - performance-based marketing activities - DIRECT MARKETING

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