Average Response Rate
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.