This document discusses factors to consider when deciding the best communication channel for an offer or promotion, including what contact information is available, whether the target audience prefers that channel, if the offer has a short redemption window, whether virality is needed, what level of user data needs to be collected, and how to estimate the cost per response for a direct message campaign using gross rating points and cost per response metrics.

1. deciding the
channel
presented by Lindsey Fair

3. info availability
what contact info
do you have?

4. channel tolerance
do they like to
communicate that
way?

5. offer immediacy
is there a short
timespan, or a
specific date for
redemption?

6. necessity of virality
does it need to go
viral, or is the list
enough?

7. level of trackability
do you need to
collect full data?

8. estimated cost per response
Gross Rating Points
(GPR) vs Cost Per
Response (CPR)
CPR
Total cost of a DM
campaign / # of
responses that
campaign generated