One thing we can do to improve the profitability of our direct mail is to learn the lessons of a famous jam study.
That’s right. Jam. The stuff we spread over our toast.
In a gourmet market, Professor Sheena Iyengar of Columbia University and her research assistants set up a booth offering samples of Wilkin & Sons jams.
Every few hours, the researchers switched from offering customers a selection of 24 jams to offering a group of only six jams.
Each participating customer – regardless of the number of selections offered – received a $1 savings coupon and tasted an average of two jams.
Here’s the interesting part. (more…)
