PERSONAL bests

Because Alerus had not used tracking mechanisms for its previous direct marketing efforts, nDialogue created a test segment similar to the kinds of mailings the financial institution had done in the past. This static program involved sending one self-mailer that employed the same creative used for the middle age group of the variable data segment. The same offer was made to the static and variable data segments, but only a single toll-free number was offered as the response device.