The results are staggering. The Puppy Programme has generated over 3 times the amount of positive 'white mail' generated by previous puppy mailings, and achieved an impressive ROI of 11 times the pack cost.The ROI explained:Production valuesPuppy pack £0.33Postage £0.58Dataprocessing £0.15Adult pack £0.16Postage £0.35Dataprocessing £0.15Total Communication spend per customer £1.57ROI Calculations based on 6 months spendUplift against control - Pedigree Dog food £17.32Uplift against control - Pedigree Puppy food £14.78ROI on Pedigree Dog food 11.00ROI on Pedigree Puppy food 9.39Overall coupon redemption rate 11%