DMA Study: House Files Easily Beat Prospecting

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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.

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