The Solution
We completely revamped the response device, profiling segments and
understanding customer needs. The data modelling defined 51 data
cells. With 14 base offer variants, 8 letterhead versions, 3
response envelopes, 3 polywrap outers and 5 variable inserts, we
created a complex programme with over 21,000 possible
combinations.
The Result
Response rates increased and now run at 20% per edition.
Timescale for the initial programme redesign was only six weeks
from brief.
