News
What's Your Response Rate?
Return to News Items August 27, 2009"What kind of response rate can I expect on my mailing?" the client asked. Our answer: "It depends."
And it does, but let's explore that a little. Historically, we've been told to expect .5 to 1 percent response when prospecting, and 2-3 percent when mailing to current customers. The Direct Marketing Association tested this theory by analyzing more than 1,100 industry-specific campaigns. It determined that the average response rate for direct mail was 2.61 percent.
That percentage varies wildly, though, when broken down by sector. Coming in that enviable first-place position is nonprofit fundraisers, who enjoy response rates of 5.35 percent. The other sectors are:
- Retail stores - 3.36 percent
- Companies selling services - 3.34 percent
- Manufacturing - 3.17 percent
- Personal and repair services - 3.07 percent
- Travel - 2.98 percent
Even the two sectors at the bottom of the list - computer and electronic products, and packaged goods - still received better than a 2 percent response.
To date the most successful campaign we've mailed at Post Haste Mailing pulled more than a 30 percent response. This was for a local nonprofit, targeted to previous donors. The personalized, two-color mailer contained an uplifting story and reminded the donor that their donation could make a difference.
While that kind of response is rare, there are many things you can do to improve your bottom line. Smaller, repeated mailings to the same list will pull better than one large, single mailing. Be sure to target your mailing list. Make your offer compelling, and your mailpiece attractive. Then test, test, test.
And enjoy the response!.jpg)
Return to News Items