Definition of flash-count

preliminary count of direct mail promotion responses usually made on a daily basis as returns are received. Flash counts provide a quick view of response rates without waiting until computer reports are issued at the end of the fulfillment process. Flash counts are usually tabulated on a source key basis but may be calculated on a package or campaign basis. Flash counts relieve (or confirm!) some of the anxiety that surfaces after a promotion is mailed, but shouldn't be the basis for major decisions, because they are not as accurate as the counts received after processing has been completed and duplicates and other reject have been deleted. They are sometimes used to decide whether to send out another mailing.