How to Make List Prospecting Work

Let’s assume that in the full year after a customer is added to the file, he or she will be mailed seven times.

* Number of mailings in 12 months: seven

The average response rate during the course of those seven mailings is 8 percent. That is, for each mail drop the customer segment generates an 8-percent response on average. Estimate the response rate by looking at how one-time, 0-to-12-month buyers historically have responded, on average, to mailings for a 12-month period.