Before the first line of copy, there are three data exports.
The reason for the mailing comes from product management, the addresses from the CRM, the behavioural data from the campaign report on the last mailing. Three exports are merged in a spreadsheet, duplicates removed by hand, marketing opt-outs checked. Then the draft goes out for sign-off and comes back with changes that mean reworking the segment.
3data sourcesCRM, campaign reporting and product data sit in separate exports.
40,000addressesThat is how many records a mid-sized mailing to retail customers contains.
4segments built by handNobody has time to build more, so almost everyone gets the same copy.
1response analysisIt arrives so late that the next mailing is already out.
25% higher campaign performance here means: the same mailing, sent only to a segment built on the response to the last one.
The 25% is this agent's headline figure. The 40,000 addresses and the four hand-built segments describe a typical mailing to retail customers; they are illustrative, not counted.