The Puzzling, Frustrating 1 Percent Response Rate

If you’re already a successful cataloger, the 1 percent response rule can help improve your business in two different ways:

A) If your sales reports consistently show sub-1 percent response rates on prospecting mailings, it’s time to sit back and take a long hard look at why. As an experienced cataloger, you’re aware that few catalogers can break even on the first sale to a rented name—costs are too high and response rates are too low. But an average response under 1 percent on prospect mailings is too low, and deserves closer examination.