While sales results for this campaign are not yet mature, the mailing has so far generated very impressive results. To date we have achieved a response rate of 5.45% and total sales of 727 – 2% (cost per sale £167.60).In order to calculate the true effectiveness of the DM campaign, control groups were utilised -to identify the volume of sales generated as a direct result of this mailing: 318 incremental sales – 0.91% (cost per sale £383.16). Gross profit £795,000. ROI of £1:£5.52. These results indicate this will be one of our most effective and sucessful mailings of 2006.