Other - Response Rate Metrics Letters vs. Postcards from Anonymous: MarketingProfs Question 36692

Topic: Other

Response Rate Metrics Letters Vs. Postcards

Posted by Anonymous on 5/9/2011 at 3:28 PM ET 25 Points

Does anyone have any research on the response rates of letters versus postcards?

To continue reading this question and the solution, sign up ... it's free!

SUBSCRIBE
Or, SIGN IN

Posted by mgoodman on 5/9/2011 at 6:29 PM Accepted

It is different in every area and every industry. And the response rate depends mostly on the copy, the offer and the list to whom you're mailing. (Copy includes both the words and the graphics, of course.)

If you look at averages, you'll get a dog's breakfast ... nothing you can use for anything. It certainly won't be relevant to your situation.

Better to develop great copy and use whatever medium is best suited to delivering that message. Or, if you aren't sure, run a split test. You'll find out quickly what works best for you -- at least for that list, that copy and that offer.
Posted on 5/10/2011 at 12:51 PM Accepted

The response rate between letters and postcards is less than .5%. The key to driving response rates is utilizing variable data to speak to the target customers on a one to one basis. Used correctly, response rates using variable data will increase 5-6%. Even better, utilize a PURL (personal URL) to drive the recipient to a personalized web site.