Maximizing Your Housefile Potential

19 to 24 month buyers 4.51% $62.28 $2.81

25 to 30 month buyers 3.67% $59.93 $2.20

31 to 36 month buyers 3.77% $62.32 $2.35

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6.31% $63.12 $3.98

As you can see from the diagram above, the response rate from the housefile is 6.31 percent and the average order size is $63.l2, which yields $3.98 per catalog mailed. Note the strength of the last 12-month buyer file at $5.00 per book. Assuming the break-even point is approximately $1.50 per book, this file is a solid producer.