Distribution Method: Direct mail/ Product Tip-In

 

Circulation: 600.000 mailed / 50.000 Product Tip-In

 

Response Rate:

 

                                                    Goal         Actual      Rate

New Register Users                       62.000    102.859    33,5%

Email address from new user        62.000    98.254      33,5%

Product Tip-In                              10.000    18.742      37,48%

 

Notes: The high response rate overwhelmed the servers where the campaign was hosted. 8000 tickets where emailed for hand verification by Black & Decker because the server was too busy! Over 1000 people called to Black & Decker for more information about the campaign