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In a previous role, I was managing the optimization of a large scale direct mail program responsible for acquiring new qualified leads. I did all of the things I was supposed to. I gathered insight from the customer success call center, tested the creative of the campaigns, refined the targeting criteria, performed user research testing, applied learnings from previous campaigns, and identified areas for cutting costs and time from campaign inception to mailbox. While my efforts improved the customer acquisition cost (CAC), myself and other paid channel owners at the company were inevitably being held back by the fact that we were losing 90% of the approved qualified leads that we had spent all of this energy and money acquiring.

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