We sent 2359 pieces. The campaign’s web page had 242 unique views (10,25% response rate). The action generated 49 business opportunities (20.25% conversion). This opportunities resulted in a ROI of 62.500%. The piece was successful because it communicated a difficult to understand concept in a simple, straightforward and direct way. By clearly demonstrating the product’s benefits, the communication reached the reputation the sales team needed to proceed with negotiations, generating far more leads than had been originally predicted.