DMA Study: House Files Easily Beat Prospecting
The study was released yesterday at The Annual Catalog Conference at the Moscone Center here. It measured responses from 156 catalogers.
Catalogs targeting a company's in-house customer file produced a 4.08 percent response rate. Those sent to prospects generated a 1.62 percent response rate. The overall response was 2.53 percent.
Also revealed was that 37.8 percent of catalogers send promotional e-mail to current customers, producing a response rate of 0.96 percent.
The study was conducted in the first quarter of 2003 and measured data on more than 1,500 direct and interactive marketing campaigns.