Do You Know What Really is Driving Your Demand?

Last year we did a split test and created a hold-out panel (see chart). We found that it absolutely paid to mail the Internet buyers a catalog. We created two panels of about 25,000. One panel was mailed seven times the other only once. The net contribution for the seven-time group was $169,089 compared with the one-time group of $109,318. So the additional six mailings to Web buyers generated another $59,771 in profit contribution.