The Puzzling, Frustrating 1 Percent Response Rate

5. If you’re already a successful cataloger, rules can help you in two ways. First, rules can identify trouble spots where your numbers are worse than the average. Second, if you have no real trouble spots, rules of thumb can help identify the most promising areas to focus on. For example, if an analysis of your operation shows that you’re already well above average in response rates, average order size and sales per book, but your cost to take and fulfill an order is only average, then your quest for excellence should start there.