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:

Vote in March in Christian Retailing’s Best awards

News image

It’s time to vote! Christian Retailing invites anyone involved in...

READ MORE

New Hampshire store wins Joyce Meyer book display contest

News image

In 2014, Faithwords, a division of Hachette Book Group, held...

READ MORE

‘Expect’ to transform lives at ICRS in Orlando

News image

The International Christian Retailing show returns to Orlando, Florida, this...

READ MORE

New product accessibility highlights AmericasMart March Market

News image

Industry-leading educational programming and collaborations complement an efficient product sourcing...

READ MORE

‘God’s Not Dead’ takes top honors at Movieguide Awards

News image

Pure Flix Entertainment’s best-selling DVD God’s Not Dead received top...

READ MORE

‘The Devil in Pew Number Seven' to hit the big screen

News image

AFFIRM Films and Mass Hysteria Entertainment Inc. have announced their...

READ MORE

The Parable Group launches 2nd annual writing contest

News image

The Parable Group, its retail partners and WestBow Press—the strategic...

READ MORE

Destiny Image: 'We made the right decision'

News image

Citing major financial considerations, Nori Media Group CEO Don Nori...

READ MORE

LifeWay signs letter of intent on Nashville property

News image

After analyzing more than a dozen offers to purchase its...

READ MORE

700 Club, Joni to feature lauded HCI authors

News image

HCI Books authors Tonier Cain and Erin Merryn will get...

READ MORE

InterVarsity Press inks Tampa pastor to book deal

News image

Pastor, author and recording artist Tommy “Urban D.” Kyllonen has...

READ MORE

Worthy signs Sandra Hagee Parker for debut book

News image

Worthy Publishing announces it signing of author Sandra Hagee Parker—daughter...

READ MORE
100%
-
+
0
Show options

a