Data Base is the most important lever:
- must be clean
- must be well defined
- limited target group=data mined and clearly detailed
- will outscore an ill defined, broad targeted group
- Drayton Bird's direct marketing expert estimates a good database might imply:
- 6x's higher response rate with good data base
- 2x's higher response rate with good offer
- 2x"s higher response rate with if the timing is right
- 1.25x's higher response rate with good creative
- 1.2x's higher response rate with response possibilities