And the Winners Are ...

"The primary segment definitely pulled strongly with a response rate of 3.15 percent," Baar says. "However, the national response shattered all of our projections, coming in at a whopping 1.27 percent — on a cold acquisition! And the ROI on the national market was 131 percent. Once all the responses were accounted for, NMAJH doubled its membership from 2,000 to 4,000 with this one mailing."