Someone who has answered a direct response letter or advertisement.

On every outgoing direct mail piece, there is included a response device which usually shows up in the “window” in […]

The percentage of people who responded to your offer. A typical direct mail response rate to prospects is 2%.

The net income that a firm has earned and kept within its possession.

A pact in which one party pledges prepayment for services that the other party will render in the future.

The tendency to keep customers buying. Success is measured by retention of customers.

A budget for a program to keep customers from leaving.

The percentage of customers who continue to make purchases from you in a second period, such as a year. If […]

The income received from a transaction. Often displayed as a percentage, rather than in absolute terms. Note that the return […]

A key measure of the success of any direct marketing activity. It is the total net profit from a direct […]