Average Response Rate

January 22, 2008 at 6:54 pm 1 comment

Q: I’m new to direct mail . . .what kind of response rates can I expect from a campaign?

A:  Response rates vary widely depending upon several factors:  your offer, your market, your creative format, your industry.  Therefore, without knowing more about your specific campaign, it’s tough a give you a great estimate. We’ve seen double digit response rates (very good) for very targeted B2B programs.  On the flip-side, for example, a typical response rate for a financial services offer to consumers (i.e., credit card, loan offer) is usually less than .5%.  So, it really depends on your specific circumstance. If your firm has never done direct mail and you have to plug in a number, you can use 1% as a stake-in-the-ground.


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