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:

Mark Kuyper departs ECPA post

News image

ECPA announced May 26 that President/CEO Mark Kuyper has accepted...

READ MORE

Report: LifeWay eyes site for new headquarters

News image

LifeWay Christian Resources has entered talks to purchase a 1.6-acre...

READ MORE

2015 ICRS to expand international offerings

News image

An expanded international program at the 2015 International Christian Retail...

READ MORE

Chris Tomlin marks biggest tour yet with CURE partnership

News image

More than 200,000 people attended GRAMMY-winner Chris Tomlin's Love Ran Red Tour...

READ MORE

Award-winning author Vicki Courtney signs multi-book deal

News image

B&H Kids, the children’s imprint of B&H Publishing Group, has...

READ MORE

B&H, LifeWay take home six SEPA Awards

News image

B&H Español and LifeWay Español won a combined six awards...

READ MORE

CR Update takes Memorial Day break

News image

The Christian Retailing Update newsletter will not sent Monday, May...

READ MORE

Industry veteran joins Eerdmans as new editor-in-chief

News image

William B. Eerdmans Publishing Company, an independent family-owned publisher since...

READ MORE

2015 Christy Awards announces event speakers

News image

The 2015 Christy Awards for excellence in Christian fiction will...

READ MORE

LifeWay prayer event taps into Kendricks' new film theme

News image

LifeWay Christian Stores will be holding a War Room Day of...

READ MORE

Send The Light launches new 'user-friendly' website

News image

Send The Light Distribution (STL) rolled out a brand new...

READ MORE

B&H books launch alongside Kendricks' 'War Room' film

News image

War Room, the highly anticipated fifth film from Alex and...

READ MORE
100%
-
+
0
Show options

a