1. All customers are not created equal. Give or take a few percentage
points, 80 percent of repeat business for goods and services will
come from 20 percent of your customer base.
2. The most important order you ever get from a customer is the
second order. Why? Because a two-time buyer is at least twice as
likely to buy again as a one-time buyer.
3. Maximizing direct mail success depends first upon the lists you
use, second upon the offers you make, and third upon the copy and
graphics you create.
4. If, on a given list, "hotline" names don't work, the other list
categories offer little opportunity for success.
5. Merge/purge names--those that appear on two or more lists--will
outpull any single list from which these names have been
6. Direct response lists will almost always outpull compiled lists.
7. Overlays on lists (enhancements), such as lifestyle character-
istics, income, education, age, marital status, and propensity to
respond by mail or phone will always improve response.
8. A follow-up to the same list within 30 days will pull 40 to 50
percent of the first mailing.
9. "Yes/No" offers consistently produce more orders than offers that
don't request "No" responses.
10. The "take rate" for negative option offers will always outpull
positive option offers at least two to one.
11. Credit card privileges will out-perform cash with order at least
two to one.
12. Credit card privileges will increase the size of the average
catalog order by 20 percent, or more.
13. Time limit offers, particularly those which give a specific date,
outpull offers with no time limit practically every time.
14. Free gift offers, particularly where the gift appeals to self-
interest, outpull discount offers consistently.