Results

  • Within three weeks, close to 1 percent of the new buyers returned for more products.
  • Return purchasers had an average spend 60 percent higher than other buyers.

These results are significant, given that the average NEBS product has to be replaced every eight months and the aver age buyer buys only one or two products. Durtnall confirms that the quickly growing number of return purchasers likely reflects diversification within the NEBS product line.

Given that the mailing was sent to only 2,000 businesses, NEBS did not test the offers against one another, but may do so in the future.

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