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日前,INTERQUEST咨询公司做了一个有关直邮产品印刷质量和反馈率之间关系的调查。通过调查结果,我们可以发现一些有趣的现象。在整个调查过程中,INTERQUEST公司给各大公司市场部经理或负责人发送了1万余封明信片。这些明信片都不是个性化的,一半通过激光印刷设备印刷,一半由喷墨印刷设备印刷。收到明信片的人都可以通过网站填写一份简短的有关直邮营销的问卷,而所有完成问卷的人都可以获得一份价值20美元的礼物(明信片正面如图1所示)。
A few days ago, INTERQUEST consulting firm made a survey on the relationship between print quality and feedback rate of direct mail products. Through the survey results, we can find some interesting phenomena. Throughout the investigation, INTERQUEST sent over 10,000 postcards to marketing managers or executives in major corporations. None of these postcards are personalized, half are printed by laser printing equipment and half are printed by inkjet printing equipment. The person who receives the postcard can fill in a short questionnaire about direct mail marketing through the website, and all those completing the questionnaire receive a gift worth $ 20 (the front of the postcard is shown in Figure 1).