PRINTER news

Two mailings offering a $5 gift card produced 1,162 complete responses, for a 36 percent effective response rate.

Select Top-Line Results

• The results indicate that there is an ideal level of communication volume that varies across channels and, after the ideal level is exceeded, customers react negatively. This negative response can be exacerbated by the use of multiple channels; however, aligning the channels with customer preferences can attenuate such negative effects.