Summary

For this particular test mailing, four profile groups were identified, and the results indicate that the only significant demographic characteristics that seem to be related to whether or not a person responded to the offer are gender, region, and marital status. The group with the highest response rate consists of unmarried females, living in the south, east, and west. After that, response rates drop off rapidly, although including married females in the same regions still yields a cumulative response rate higher than the target response rate.