Farquharson/Tedesco on Business Development: Learn from A/B Testing Results

Anyway, the fact that we're only estimating postcard read rates hardly matters. Even if we go way conservative and say direct mail read rates are just 55 percent, that's still more than twice what e-mail gets (24 percent in 2012, according to Circle Research, though it varies a lot by industry. For example, computer software averaged 24.7 percent and health care IT just 13.7% percent in 2012, according to a report by Silverpop.) It makes sense that higher read rates would lead to higher response rates, and we think that's the case with both channels.