An introduction to Six Sigma for direct marketing
Six Sigma methods, used correctly and thoroughly for continuous improvement of direct marketing sales, can produce remarkable results:

1. At a university work-force education program, total registrations doubled in three years through continuous testing.
2. In three years an association quality training institution increased revenue from one audience by a factor of 10 through continuous idea and product testing.
3. A banking chain generated more than $6 million of new volume in six months, with 25,000 pieces mailed twice to selected customers and prospects.

In this article, we will look at how some Six Sigma methods, when adapted correctly to fit direct mail requirements, achieve profit-growth goals quickly. We do this by adapting a few conventional Six Sigma working tools to the complex interaction of 13 simultaneous direct marketing variables.

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