VDP Drives Cross-Media

“There were two goals for the first mailing,” Robben says. “One, we wanted to validate and update the contact information, including adding e-mails; and, two, offer to calculate the trade-in value of their current machine for a competitive upgrade. Close to 5 percent of the recipients used their URL and 1.5 percent of these people tried it. The shop has been overwhelmed with customers and the mailing more than paid for itself.