Will catalog response improve over time to
rented prospecting names based on sending the same prospect multiple catalogs?
The answer is no. Lots of catalogers mail the same prospecting universe of
names multiple times, so there's quite a bit of data out there on the results
of multiple catalog mailings to the same households. The most typical response
to mailing the same profitable universe of rented names multiple times is that
the list either responds the same time after time or the list shows a softening
in response as buyers are culled from the list. It's rare for a catalog list to
show an increase in response rates over time.
