By the Stats: Cataloger Response Rates Increase

Average response rates for catalog mailings increased this year, according to the recently released “2005 Response Rate Report” from The Direct Marketing Association (DMA).

The average response rate for catalogers so far this year is 3.67 percent. This compares favorably to 2.23 percent in 2004, and 2.41 percent in 2003. However, The DMA cautions that this year’s increase may be an anomaly. A few catalog responders to the response rate survey reported above-average rates, possibly skewing the overall results. Other catalog-related findings:

¥ 1.8 percent: median cataloger response rate;

¥ $2.41: revenue per contact; and

¥ 57 cents: promotional cost per contact.

Source: “2005 Response Rate Report,” The Direct Marketing Association.