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

That said, we're also comfortable saying that statements like, "My marketing budget is too tight for direct mail" no longer cut the the mustard. For many of our cost metrics, direct mail either outperformed, or came within spitting distance of, e-mail.

Are QR Codes Scanned?

Recipients could respond to our postcards either by entering a URL or scanning a QR code. In all three campaigns, we observed that more respondents—in one test, more than three times as many—typed in the URL. Your authors were initially baffled by this data and, for a moment, we thought Tedesco had accidentally bungled the lab results again. But we soon realized these results made perfect sense.