http://www.maniacsolutions.com/email-marketing-metrics/
Are you aware of any study that measures the combined effect of direct mail and email marketing business?
Reasons have indicators to measure the lift of direct mail marketing campaign can achieve when augmented with a marketing campaign via email. I'm looking for to existing research that is available, not how to make mine.
You have to configure it for a cell stronghold of the records only receives direct mail. The amount depends on the universe in general. Different test cells, of course, have both direct mail and email. Then can measure the impact on response rates when looking at a cost per lead or other cost metric. This is necessary because the cost is obviously more money to do both direct mail and email.
What Do You Test In Your Email Marketing?