Postal code response rates
This technique uses results from a previous campaign to calculate postal code response rates. Those rates can be used to target specific postal codes in future campaigns.
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For example, based on the results of a previous mailing, the direct marketing division of a company generates response rates by postal codes. Based on various criteria, such as a minimum acceptable response rate and/or maximum number of contacts to include in the mailing, they can then target specific postal codes.
This information is collected in dmdata.sav. See the topic Sample Files for more information.