Strategy: Find the Right Lists
How to best focus your list rental efforts
| Direct Response Lists | Response Rates | Average Cost/M |
| 1). Co-op Database Lists | 1.25% to 2% | $55 to $75 |
| 2). Outside Lists | 1% to 1.75% | $100 to $150 |
| Subscriber List | .8% to 1% | $60 to $100 |
| Compiled List | .7% to .95% | $50 to $75 |
Catalog Seasonality *
In General
| Spring | 65% |
| Summer | 60% |
| Fall | 70% to 75% |
| Holiday | 100% |
Varies Somewhat By Market
Apparel – Often Stronger in Spring/Summer
Home – Stronger in Fall, but Holiday’s Still Best
*chart compliments of Mokrynski & Associates Inc.
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