WRQ Plays Two-for-One
The campaign had "real-time response analysis built in," says Babcock. "These are the data segments that are yielding the best leads. … Which questions are people answering? Which additional information are they reading? If we find that most people are not interested in [a certain] element, we can just drop it."
According to Babcock, of the roughly 4 percent who responded to the mailing, 80 percent went on to register with the site. Of the existing customer base—who had not been actively marketed to by WRQ prior—1.82 percent went on to register. Of the leads generated, 44.72 percent were graded "excellent," "very high quality" or "high quality."