DMA Study: House Files Easily Beat Prospecting

SAN FRANCISCO -- The response rate for catalogers mailing to their house files is 2.5 times better than the rate for prospect mailings, according to the DMA's 2003 Response Rate Study: Direct & Interactive Marketing Campaign Metrics.

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.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions