What is considered a good response rate for direct mail?
A “good” direct mail response rate is dependent on many factors, but the three most important factors are: Target Audience, Offer and Creative. Other factors which affect response rates: • Type of program – i.e. acquisition or retention initiatives • Value of product or service – i.e. high value or low value • Ease of response or redemption of offer • Seasonality • Competitive activity Average response rates range between 1% and 3%, but can be as low as 0.25% for high value items or in a very competitive market, or as high as 25% when dealing with current customers.
