Reading direct mail response rates without losing the context
A response rate is only useful when its event, denominator, audience and observation window are explicit. Build a benchmark that reflects your campaign.
Erol Branovic
Erol Branovic is a sales-focused marketing professional who helps communicate business ideas to sales leaders and senior executives. His work centres on making messages clear, relevant and useful to the people making commercial decisions. He focuses on the connection between marketing and sales, with an emphasis on explaining business value in direct, accessible language.