Case Study: Large Nonprofit Organization achieves faster direct mail testing and lower costs with Acuity by RRD

Predictive Model Fast Tracks Direct Mail Testing, Lowers Costs

Large Nonprofit Organization, a major direct mail marketer, was looking for a faster, less costly way to test creative elements and understand what was driving performance in its campaigns. Traditional A/B and multi-way testing had become slow and expensive, while offering limited insight into why certain offers performed better. RR Donnelley provided Acuity by RRD™, a predictive direct mail testing solution, to help replace the old “sit and wait” approach.

With RR Donnelley’s Acuity by RRD™, the nonprofit was able to test creative nuances quickly and add diagnostics to uncover the reasons behind response differences, including audience segment behavior. The online test predicted a winning premium in 4–6 weeks using fewer than 2,900 subjects, versus the organization’s traditional test of 600,000 mail pieces costing more than $115,000 and taking 4–6 months. RR Donnelley also delivered $75,000 in cost savings, and the diagnostics led to actionable improvements, including removing an unpopular survey question from future mailings.