How to Make List Prospecting Work

* Average response rate for all mailings: 8 percent

Look at the AOV during the course of those mailings just as you did the response rate above. I’ll assume the AOV is $250.

* AOV for all mailings: $250

Determine how much your catalogs cost “in the mail,” (e.g., paper, printing, postage, manufacturing, data processing). For this example, I’ll assume $.80 per piece mailed.