Topic: Research/Metrics

Direct Mail Response Rates

Posted by Anonymous on 125 Points
What are the average response rates to direct mail campaigns quoted as at the moment?

Is there anything specific to the test and measurement industry?

Many thanks
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  • Posted by Pepper Blue on Accepted
    Hey Jo,

    This is from

    The average response rate for the 1,122 industry-specific campaigns that the DMA studied was 2.61%.

    Within sectors, nonprofit fundraisers enjoy the most success with direct response, getting rates of 5.35%. Close behind are retail stores (with 3.36%) and establishments selling services to businesses (3.34%).

    Manufacturing delivers 3.17%; personal and repair services 3.07%; and travel 2.98%. The two sectors at the bottom of the list — computer/electronic products and packaged goods — still get better than 2% response.

    I don't think you are going to find anything published on the test and measurement industry, you would be better off asking some other people in the industry and creating your own benchmark.

    I hope that helps.
  • Posted by mgoodman on Accepted
    In general, I've always figured 0.5-1.0% is a good starting point. As others have said, if you have a very targeted list (like current customers, for example), then 2-3% is probably not totally unreasonable.

    The real issue isn't what the industry average is, it's how good your mailing is. How attractive is the offer? How compelling is the communication? How important is the underlying need you're addressing?

    Be very careful when you look at averages. The average temperature in the world might be 60 degrees (F), but you can still get frostbite or sunburn when you go outside, depending where you are and what season it is.
  • Posted on Member
    Carter is an idiot. Everyone is claiming 1%-5% open rates, which maps to what the DMA reports year in and year out.

    Carter is getting 30%, has time to post it, and time to take a call, but no time to "sit and share"

    I repeat: Carter is an idiot.
  • Posted on Member
    The DMA 2009 Response Rate Trends Report has the information you need for all types of direct marketing promotions.
  • Posted on Member
    For updated information, the DMA's "2010 Response Rate Trend Report" includes information on average Direct Mail Response rates. This link will take you to a summary of their reports on direct marketing response rate averages:

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