Strategy: Find the Right Lists
Start by using proven direct response lists. Keep in mind that product affinity is the most important factor to determine which lists to use. Be careful using subscriber and/or compiled lists (unless you’re selling B-to-B). For consumer catalogers, subscriber and compiled lists need to be optimized for product affinity prior to mailing. You’ll get your best results from proven mail order buyer lists whose product offering is compatible with yours.
|Direct Response Lists||Response Rates||Average Cost/M|
|1). Co-op Database Lists||1.25% to 2%||$55 to $75|
|2). Outside Lists||1% to 1.75%||$100 to $150|
|Subscriber List||.8% to 1%||$60 to $100|
|Compiled List||.7% to .95%||$50 to $75|
Catalog Seasonality *
|Fall||70% to 75%|
Varies Somewhat By Market
Apparel – Often Stronger in Spring/Summer
Home – Stronger in Fall, but Holiday’s Still Best
*chart compliments of Mokrynski & Associates Inc.
Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm that specializes in circulation planning, forecasting and analysis. Contact: (302) 537-0375 or via e-mail at www.lettdirect.com.