One question that arises is the following: how significant in practice is the portion of voluntary buyers? If it is insignificant, it may be acceptable to “push voluntary buyers through” to close the deal while focusing on avoiding non-buyers. To answer this question, a real campaign was carried out (see details in Chapter 7). Instead of contacting all selected customers, a random subset of those selected customers was withheld from contact. It turns out that while the contacted group had a response rate of , the not- contacted group had a response rate of . In other words,.
