Typical response rates for B2B direct mail marketing efforts run from a fraction of .5% to as high as 3% depending on the nature of the offer. Lower-priced or free offers will have a much higher response rate than higher-priced offers. It is virtually impossible to predict the response rate from new offers.
The question that you will need to ask yourself is “What response rate do I need to achieve my goals?” If the income generated by a list exceeds the costs to use it, plus the cost of fulfillment, then the list is probably worth re-using.
Effective marketers set financial goals for individual lists as useful benchmarks for response analysis.
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