deciding thechannel

presented by Lindsey Fair

info availabilitywhat contact info do you have?

channel tolerancedo they like to communicate that way?

offer immediacyis there a short timespan, or a specific date for redemption?

necessity of viralitydoes it need to go viral, or is the list enough?

level of trackabilitydo you need to collect full data?

estimated cost per response

Gross Rating Points (GPR) vs Cost Per Response (CPR)

CPRTotal cost of a DM campaign / # of responses that campaign generated