The mailing was sent out to a handpicked target group in several batches during the whole of 2006. Objective was to generate approx. 15 appointments per batch. The first batch, e.g., consisted of 35 mailings (expected results: 15 appointments = index 100; actual results: 30 appointments = index 200). The overall result: Thrilled new customers. Thrilled sales reps. Thrilling figures: Each batch has on average generated 96% response!The Easterbread Mailing is winner of the IBM 2006 Global Best Practice Award as well as the dma ECHO 2006 Awards in silver.