Drilling for Truth

Unfortunately, when the EFT option was promoted with the check off box, response declined by 15.8 percent and net revenue declined 34.3 percent. When the promotional flier was added in addition to the check box, response dropped by 19.6 percent and net revenue dropped by 42 percent compared to the control panel that did not receive the EFT option. The take-away value from this test is to stay focused on a single message and response option in your direct mail appeal packages.