Winning new customers through direct marketing campaigns is more challenging than ever, but fortunately your team has come up with dozens of ideas to test. In fact, those dozens of ideas can be combined into hundreds of thousands of direct mail concepts – more than you can test with conventional research techniques.

For instance, see the following mockup:

Here 5 dozen ideas combine to form 720,000 different concepts (6 pre-selection ideas x 20 info-box ideas x 8 positioning ideas, and so on).

Fortunately, Affinnova’s innovation platform lets you combine your ideas with the assistance of consumers responding to concepts online. The first respondent chooses from randomly selected concepts, but later respondents react to concepts that evolved according to earlier respondent choices, using Affinnova’s patented evolutionary algorithms. After a few hundred interviews this quickly identifies the top 3 or 4 concepts out of the 720,000 possibilities.

Given the tremendous expense that a direct marketing campaign requires, and the low conversion rates, improving those rates by optimizing direct mail pieces produces a strong marketing ROI.