Print Plus: 12 Benchmarks Across Integrated Channels

5. Ratio of Housefile vs. Prospect Circulation. Mailings to prospects should represent 50 percent to 60 percent of your total circulation, depending on the season. Don't get overly aggressive by increasing the ratio of prospecting to housefile mailings. At the same time, avoid cutting the amount of prospecting you do and over-relying on your housefile.