Despite dropping at the second worst time of year (mid-December) the Phrase Book creative outperformed the overall direct mail response rate average. And the conversion rate (80%) for this execution blew away the overall direct mail average (48%) for the entire campaign. As such, we believe this piece successfully met the campaign objective to get prospects to Import using DHL. Additionally, the DHL client was pleased that they were able to deal with an often difficult subject in a fun, engaging, relevant and responsive way.