Question

Topic: Customer Behavior

Response Rates

Posted by Anonymous on 8/1/2010 at 11:36 AM ET 125 Points
What are the average response rates to direct marketing?
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  • Posted on 8/1/2010 at 1:09 PM Author
    well I suppose that's deserved - it's been long time since I was in marketing. In my day,when direct mail was just starting, we were told that we should expect a 2.5% response from a direct mail campaign - it was only a rule of thumb but it was helpful - now in the days of niche/targeted marketing, I was wondering if there were similar rules of thumb to go by ? Any advice - preferably not too patronising!- would be appreciated - thx
  • Posted on 8/1/2010 at 1:43 PM Accepted
    You may find it helpful to look at the Direct Marketing Association website.

    https://www.the-dma.org/index.php

    There are various research reports and whitepapers which might be helpful, with this one in particular:

    https://imis.the-dma.org//bookstore/ProductSingle.cfm?p=0D450174|D1CA859822...

    However, be sure to take response rates that others have achieved with a grain of salt, since your situation will certainly have unique aspects to it. Good luck!
  • Posted by michael on 8/2/2010 at 11:18 AM Accepted
    Anamaria,
    You can still use the 2-4% for mailing and 7-10% if you follow up within 72 hours.

    Telemarketing can be different. I know that I can get a 30% rate for most calls I make.

    Michael
  • Posted on 8/3/2010 at 4:11 AM Author
    Michael - thanks so much - much appreciated -
  • Posted on 8/3/2010 at 4:23 AM Author
    to Jlevin - many thanks for the suggestion -
  • Posted by Levon on 8/3/2010 at 12:26 PM Accepted
    1-3% is normal for most direct mail. Anything above this will usually have a promotion that is stellar.
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