Christian Retailing

NEWSLETTERS Current Issue Parable catalogs trump national average response rate
Parable catalogs trump national average response rate PDF Print E-mail
Written by Christine D. Johnson   
Monday, 05 August 2013 08:49 AM EDT

JenniSmith-WebThe Parable Group has announced the average response rate for catalogs it produces and mails for partner stores is nearly four times the national average of the average direct-mail catalog response rate.

Recent data published in the Direct Marketing Association’s Response Rate 2012 Report stated the average direct mail catalog response rate across all industries is 4.26%, but Parable’s rate is 16.5%.

“In just about any business segment of the direct-mail industry, our 16.5% is a phenomenal response,” said Jenni Smith, mailing specialist for Parable. “Our proprietary predictive model is the key to our routine double-digit response rates.”

Nearly 15 years ago, Parable developed a segmenting algorithm that weighs and prioritizes 18 variables from two years of customer transactional history to predict which customers are most likely to respond to a mailing. The predictive mailing model is continually monitored and yields double-digit response rates. The response rate to Parable’s 2012 Christmas catalog was even higher than normal—21%.

Parable also uses specialized software to clean mailing lists for partner stores, ensuring lists conform to postal service deliverability requirements, eliminating bad addresses and ensuring the lowest possible postage rate.

Smith said response rates are “only part of the story.”

“On average, responders spend an additional $3 over customers who do not receive mailings,” she said. “And responders generate an average of 1.5 receipts per promotion period—meaning responders spend more and shop more often.”

The Parable Group mailed more than 2.4 million catalogs on behalf of partner stores in 2012. Parable provides multi-channel service options that allow any Christian store in the industry to select the service mix that is right for their business—whether it be print/mail services, digital/email services and data services. Stores can be part of any marketing group or not affiliated with one to receive Parable’s services.

 

In this current issue:

CBA recasts retail show to unite Christian products industry

News image

From content creators to church bookstore managers, the Christian products...

READ MORE

Gift exhibitors pleased with buyers’ response at Unite 2016

News image

Gift vendors report mostly positive experience at Unite 2016, although...

READ MORE

New Voskamp, Cahn titles headline upcoming releases

News image

Exhibitors at Unite 2016 promoted key upcoming book and Bible...

READ MORE

CBA proposes new business model for member retailers

News image

CBA and Content Road Media have joined in a strategic...

READ MORE

Hip-hop, science fiction cited as Christian product trends

News image

CBA’s Christian Product Trends workshop gave retailers attending Unite 2016...

READ MORE

Nielsen research, panel review state of Christian market

News image

Four of the Christian products industry’s CEOs shared their thoughts...

READ MORE

Targeted marketing, data tracking help Parable, Covenant stores

News image

The Parable Group and Covenant Group make targeted marketing and...

READ MORE

Logos group names Walter Wangerin Author of the Year

News image

Best-selling author Walter Wangerin was named Author of the Year...

READ MORE

DaySpring director highlights need for ‘real’ customer connections

News image

Christian retail customers long for community, says DaySpring Brand Director...

READ MORE

CBA honors international publisher with Lifetime Achievement Award

News image

CBA honored Jean-Luc Cosnard, a Christian publishing innovator and former...

READ MORE

James Rubart wins Christy Award Book of the Year

News image

The 2016 Christy Award winners were announced Monday in a much...

READ MORE

Christian retailers encouraged to 'stand and engage'

News image

Christian retailers and suppliers were called to "Stand and Engage"...

READ MORE
100%
-
+
0
Show options

a