You have to set it up so a holdout cell of records gets only direct mail. The quantity depends on your overall universe. The other test cells obviously have both direct mail and email. You can then measure the impact in response rates by looking at a cost per lead or other cost-per metric. You need to do it with costs because obviously it’s more money to do both direct mail and email.
November 17th, 2009 at 12:00 pm
You have to set it up so a holdout cell of records gets only direct mail. The quantity depends on your overall universe. The other test cells obviously have both direct mail and email. You can then measure the impact in response rates by looking at a cost per lead or other cost-per metric. You need to do it with costs because obviously it’s more money to do both direct mail and email.
November 17th, 2009 at 12:09 pm
Check out emailstatcenter.com. I’m not sure if the site will have information on direct mail as well, however, it is a start.