How to Find Direct Mail Response Rate

Many factors contribute to the response rate of direct mail mailings. The industry you are in, the quality of your mailing list, the wording you use, the perceived value of your offer, and the strength of your call to action can all affect response rates. You should also know that not all mailings have the same response rate. A $5 item may get a higher response rate than a $50 item. Business-to-business mailings are likely to have a lower response rate than direct-to-consumer mailings.



To determine the response rate of your direct mail, first understand your target audience. A steak restaurant would not advertise to a mailing list for a vegetarian restaurant. Similarly, a marketing campaign aimed at a young audience may not attract a response from a babysitter for a child. A study conducted by the USPS showed that 69.8% of U.S. households read letters rather than email, but a larger piece of mail would get a higher response rate.


One type of direct mail that has a high response rate is the credit card industry. This type of mailing has a higher response rate than postcards or business-to-business mailings. While financial services tend to have the lowest response rate, most credit card companies enjoy a high brand recognition. In fact, a credit card mailing's response rate can jump up by 30 percent by changing the headline. So it is important to test your copy before you send it out.


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