While initial response rates are easy on the eye. The number real important thing to consider is what does each response represent you in potential lifetime value ... what is the actual amount of dollars? and
What is a Good Direct Mail Response Rate?

Selling Against the Goal $4.42 In a perfect world, sales professionals would have prime territories, unlimited budgets, and a high-powered marketing department generating qualified leads. In reality, most corporations expect sales reps to generate their own leads, find new business, and meet stiff quotas in a tight marketplace. Selling Against the Goal is the ultimate survival guide for sales executives, managers, and reps. Unlike other books on the subject, Selling Against the Goal places lead generation within a strategic context and goes far beyond traditional techniques such as cold calling. Author Kendra Lee shows sales professionals in the business-to-business market how in just four hours they can create a customized, repeatable process for delivering the best leads with the highest rate of return. Specific chapters detail Lee's easy-to-use approach: formulating a strategy, creating a lead generation plan, and pulling it all together with actionable activities. Designed for busy sales professionals, the book enables the reader to skip to the right actions for a particular situation. Selling Against the Goal asserts that 70 percent of leads are never used because they fail to reach the right people or organizations. With this book as a guide, sales reps will learn how to reach untapped leads and gain control of their prospecting activity; sales managers will help employees take personal responsibility for their successes. Highlights Essential tools that increase response rates and create name recognition Formulas for calculating a closing ratio and numbers of leads needed to meet quota Tips for targeting multiple levels of decision makers Ideas for hitting a prospect's sweetspot with direct mail, events, public relations, and referrals