The Puzzling, Frustrating 1 Percent Response Rate

For example, a frequent cause of prospecting response rates under 1 percent is lack of clarity in catalog design, copy and merchandise. As catalog glut becomes more and more widespread, prospects are spending less and less time with each catalog they receive. If you’re sending your prospects the same catalog that you’re sending to your house list, chances are that your catalog isn’t clear enough for new prospects. Long-time catalogers often fall into the trap of targeting prior buyers, who already understand the fundamentals of your offer and forgetting that prospects may be confused about who you even are or why they should want your products. The solution may be a special prospecting catalog, with special aids for prospects, or it may be better clarity in your main catalog (which will boost response rates from you house file too).