Strategy: When Prospects Aren’t Buying

Typical Results to Prospect Lists

Name of Prospect List – Average Order – Response Rate – Revenue Per Book

Prospect List A, 2005 – $83.68 – 1.49% – $1.25
Prospect List A, 2004 – $84.89 – 1.8% – $1.53
Prospect List A, 2003 – $85.56 – 1.87% – $1.60

Prospect List B, 2005 – $81.11 – 1.6% – $1.30
Prospect List B, 2004 – $88.06 – 1.62% – $1.43
Prospect List B, 2003 – $89.45 – 1.73% – $1.55