Quad/Graphics Debuts Predictive Direct Mail Technology

Quad/Graphics announced a new technology platform for testing direct marketing that lifts response rates, increasing reliability and shortening time to market at a fraction of the cost of traditional mail testing, the company said.
 
The testing platform, called Accelerated Insights, is a virtual platform that can test up to 20 content variables in one pass. It uses a sophisticated persona matrix that combines demographics with emotional characteristics to predict what factors motivate someone to act on an offer. All of this can be accomplished without a physical mailing.
 
Using Accelerated Insights, Quad has helped direct marketers:
• Reduce total testing time to 60 days.
• Realize 97% level (+/-3%) accuracy on projections.
• Achieve increase in response rates of 18% to 27%.
• Lower testing costs by as much as 90%.
 
“Marketers have been following the same testing methods for decades, many times with disappointing results,” said Scott Harvey, Quad/Graphics SVP of marketing solutions. “This technology creates a roadmap for campaign creative that tells marketers exactly what is most important to customers and prospects.”