PERSONAL bests

The initial mailing drop included 3,750 pieces. Thereafter, 30 more mailers were sent out per week to follow up with people on the mailing list who didn’t respond to the initial piece they received.

[ The Results ]

The response rate for the static group was less than 1 percent, while nearly 4 percent (3.67 percent) of the people on the variable data mailing list responded by visiting their personalized URL or contacting Alerus directly. Plus, nearly 60 percent of those who applied for a loan were new customers. The breakdown of response rates by age group was: 25-36 year olds—3.98 percent; 37-45 year olds—3.23 percent; and 46-55 year olds—2.64 percent.