Statistical quality for marketing?

I'm not a direct mail/email campaigner (yet), but here is a neat sounding tool. A software program that allows you to test response to different variables in a message. Testing your program is nothing new, but the software makes sure you test the variables in a way that can be statistically analyzed to create the most effective program.

I found an article about this technique in Quality Magazine. Seems the quality people think that marketers 'wing it' and look for glitzy campaigns by ad agencies who don't understand the customer.

The software is a good idea for simple campaigns, but the company also does consulting for more complex programs. For $499, the software has to be a bargain if you can crank up the results of your campaign.