Catalogers enjoyed a strong spring season, and expected to do just as well in the summer, according to the latest trend survey from the Direct Marketing Association. Spring mail volume rose for 70% of respondents, and almost two-thirds reported higher or stable profits. Other results included:
– A rise in the percentage of firms reporting increased response rates, from 27% in fall 1998 to 44% in spring 1999.
– 92% said sales per order were up or were stable in the spring.
– 44% were optimistic about the summer season.
– Following a jump in fall 1998 to 73%, respondents planning to increase their mailings for the upcoming season were consistent with the previous spring wave, with 53% for spring 1999.
– 56% increased their house file for spring 1999.The survey is conducted three times a year by the DMA. It was mailed to 476 catalog members of the DMA and pulled a 7.6% response rate.
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