Maximizing Your Housefile Potential

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1.63% $96.66 $1.57

In this example, response rates on consumer orders are low, resulting in a minimal revenue per catalog mailed of only $1.57. While the average order size is high at $96.66 overall, a response rate of 1.63 percent is too low. You can see this catalog company will have difficulty staying in business if it cannot find ways to improve the performance of its housefile. While the results may be at, or close to, a break-even point of $1.50 per book, this firm will most likely be unable to do any prospecting until it determines why the housefile is under-performing.