32.5% of the 200 recipients became interviews (sales calls), with a 48% conversion rate to sales. A 15.5% closing rate on sales leads is a record even for Dell. A total of 31 sales closings achieved by this campaign yielded a payback period of substantially less than 2 months. Due to confidentiality reasons, Dell does not disclose absolute figures. 8 spontaneous, non expected e-mails, were received from recipients, asking for a sales call, that did not wait for the phone follow-up. This shows the kind of impact brought by this very simple piece, within such a highly competitive market.