half-life formula

A formula used by some mailers for projecting the total anticipated response from a mailing during the early weeks of the mailing. It is based on previous experience with the same mailing lists, which, when charted on a 9-, 10-, or 12-week campaign period, show that about half the total response usually comes in at a certain point in the campaign, typically about 3 to 4 weeks after the mailing date. The formula is predicated on bulk third-class mailing.

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