The question of what is a good response rate for direct mailing campaigns is a complicated one. The answer will vary depending on the campaign type. For example, postcards and letters tend to have the highest household response rates. A higher response rate indicates that your message is resonating with your target audience. However, it does not necessarily mean that a low-quality response rate means that your campaign isn't effective. Regardless of the response rate, a quality campaign will produce a higher ROI than one with a low-quality list.
What is a good response rate for direct mail? The average response rate is 29%. For a higher response rate, make your offer sweeter. But don't make it too tempting or it may attract a bad prospect. A lower response rate will impact your overall results. Generally, a good response rate means that your offer is easy to read and accessible when your audience scans the mailpiece. A simpler offer means that the audience is more likely to take the time to read it.
The DMA publishes a survey annually that breaks down marketing response rates. The respondents are large companies. The survey also breaks down response rates by list type. For example, a "House List" will get a high response rate. On the other hand, a list of leads and current customers will have a low return on investment. If your mailing list includes a high-quality mailing list, you're likely to get a high response rate.
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