Net response is gross response to an offer minus unpaid credit orders and cancellations. Net response may also be expressed as the total cash orders plus paid credit orders. The success of a sales promotion is measured in terms of net response, which is a more accurate measure than gross response. For example, assume that mailing A had a gross response of 100 orders and mailing B had a gross response of 75 orders. It would appear that mailing A was more successful. However, mailing A had a pay-up rate of 50%, for a net response of 50. Mailing B had a pay-up rate of 80%, for a net response of 60, making mailing B more successful than A.
Synonyms: net conversion rate