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Test to Continuation Ratio - The test to continuation ratio is a ratio that measures the success of a particular mailing list based on several mailers' usage. The numerator for this ratio is the number of new mailers that have tested the list, and the denominator is the number of these same mailers who placed a continuation order for the same Direct Marketing_ offer within 12 months.
Source: NextMark, 20 August 2009 13:09:45, www.nextmark.com/ index/definition.jsp?glossaryTermId=a0800000000F0ltAAC
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