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Alerus was not able to directly measure the response rate of the static piece, since its normal practice was to send out direct mail without incorporating any tracking mechanisms. Even though there was a toll-free number on the mailer, the number of calls coming in specifically as a result of the static piece could not be tracked directly. nDialogue estimated the response by matching the names on the applications and loans secured to those on the mailing lists for the static vs. variable pieces.