Farquharson/Tedesco on Business Development: Learn from A/B Testing Results

Direct mail slightly edged out e-mail in the cost-per-read battle because its much higher read rates made up for its higher program costs. It's obvious why e-mail eked out a victory in the two other cost-effectiveness categories. (Hint: it rhymes with "toastage.")

Is direct mail a good value for your customer's business? That depends on what they're looking to achieve. If they're after increased brand visibility, direct mail—with its lower cost-per-read—may be a better choice. Does your client want the most responses for the lowest cost? Then, they might want to stick with e-mail.