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

But, can direct mail compete with e-mail from a cost-effectiveness standpoint? The answer is a resounding...kind of. We measured three cost-effectiveness metrics in our A/B testing: cost-per-read, cost-per-response and cost-per-form-submission. Direct mail achieved a lower cost-per-read in two tests, a lower cost-per-response in one test and a lower cost-per-form-submission in one test. We're sorry for the inconclusive results.