Build and use an e-mail response curve model
February 12, 2008 | Internet Marketing
A response curve model uses past results to predict future performance. It's inexpensive and easy to build your own response curve model. All it takes is some data from past campaigns. Here's how to get started.
One benefit of e-mail is a quick payoff. With direct mail, it can be four to six weeks before you get all the responses and know whether a campaign is a success or failure. With e-mail, it’s more like two to four weeks. But if you’re impatient, there’s a way to project, just hours after a send, how an e-mail campaign will perform in the end. It’s called a response curve model.
A response curve model uses past results to predict future performance. It’s inexpensive and easy to build your own response curve model. All it takes is some data from past campaigns. Here’s how to get started.
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