Phoenix Marketing Announces its Virtual Mailbox Research Method that Evaluates Direct Mail Campaigns Prior to Launch

Business Wire,  Oct 4, 2007  

Tags: direct mail, marketing, Phoenix Technologies

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New Research Method Allows Clients to Cut Through Direct Mail Clutter to Improve Response Rate through Precise Targeting of Likely Buyers

RHINEBECK, N.Y. -- Phoenix Marketing International today announced the release of Virtual Mailbox, a sophisticated research methodology that enables clients to "test drive" direct mail marketing pieces prior to printing and launching their campaigns. Virtual Mailbox allows marketers to tailor the design of their materials, the specifics of their offers, and the demographics of recipients, to gain maximum impact and increased profitability.

"Our clients were seeking a way to evaluate their direct mail pieces other than after-the-fact. They were investing significant funds in their campaigns and had to wait for the actual responses," said Linda English, senior vice president of Phoenix Marketing International. "Virtual Mailbox gives them a strong competitive advantage; they'll be able to reduce design and mailing costs while increasing the response rate."

Virtual Mailbox asks online consumer participants to open their "mailbox" and separate the mail they've received into four groups: Open Now, Save for Later, and Trash/Shred. Virtual Mailbox identifies the perceived best offer and isolates the factors that contribute to recipients' decisions about each mail piece.

"This process has become a key learning attribute for clients. It clearly identifies what works and what does not work in a direct mail piece by isolating the respondents' likes and dislikes," continued English. "Our methodology tells our clients what they must do to 'cut through the clutter'. In one instance the take rate of the offer more than doubled."

Following identification of the best offer, Virtual Mailbox appends relevant data sources to each respondent's survey. It then uses statistical analyses to develop a predictive algorithm that profiles consumers based on their decisions to accept or reject the offer. Phoenix clients can then score their consumer databases and target only the individuals with the highest potential to purchase.

Virtual Mailbox users will gain additional actionable intelligence, including:

* Comparisons of open rates between current and new offers

* How each new concept is viewed by potential consumers

* Comparisons of the offer's open rate to non-offer-related mail

* Better understanding of creative's impact

To view a sample of Virtual Mailbox at work, please visit http://www.phoenixmi.com/pdf/VirtualMailbox.pdf.

About Phoenix Marketing International

Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States and partner to many of the largest companies in the financial services, consumer package goods, automotive, healthcare, and travel and leisure industries worldwide. Phoenix also offers advanced advertising and brand measurement along with direct marketing expertise. Phoenix has offices across the United States. www.phoenixmi.com.

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