![]() Direct mail type: The ANA reported that oversized envelopes have the greatest household response rate, followed by postcards and then letters.prospect lists: The ANA reported that the average for house lists is 9%, while the average for prospect lists is 5% Lastly, consider how response rate averages differ across types of direct mail: When chatting with industry experts about their direct mail campaigns, be sure to ask about their ROI to see if they are on par with the average direct mail ROI of 29%. Or, if you work at a regional credit union, talk with someone at a credit union in another region. If you work at a major shoe retailer like DSW, you could talk with someone in clothing retail. Direct competitors may not be willing to reveal their response rate to you, but you can ask companies in adjacent industries what their average response rate is. To set a specific benchmark, talk to others in your industry. If you’re in one of these industries, is direct mail one of your top channels? If not, your response rate could likely be higher. Here’s a high-level stat to get you started: over 74% of marketers agree that direct mail delivers the best response rate of all their channels. To set a benchmark for your campaigns, find out what the average is in your sector. Gauge response rate benchmarksĪccording to the Association of National Advertisers (ANA), the average direct mail response rate is 9%, which is pretty impressive compared to the 1% average response rate for email.ĭirect mail response rates can vary based on industry and type of direct mail. Once you’ve monitored responses with these methods, you can compare the data against industry benchmarks to gauge the health of your campaign. With a platform like Lob, you can even take this a step further with piece-by-piece delivery tracking to track the actions of individual recipients. Include any of these four elements in your direct mail design to track responses. Discount codes: Ideal if your direct mail campaign goal is to drive purchases.Phone numbers: Send callers to a specific department or office with a unique phone number created through a platform like CallRail.Ideal for a wide range of users since they don’t need a smartphone to access a URL. Unique URLs: Send recipients to a specific web page.QR codes: Send recipients to a specific web or app page.The most straightforward methods of tracking response rates are: But with digital advances like QR codes and platforms like Lob, tracking can be an easy, automated process. ![]() ![]() Tracking direct mail responses was once nearly impossible-there wasn’t always a way to determine if a piece of mail got delivered, much less if it was effective. Take a more holistic approach by considering your direct mail responses from a number of angles. Sometimes that’s the case-but the amount of responses isn’t the only relevant factor. You might think that a direct mail campaign with plenty of responses is a healthy one. How to gauge your direct mail responses This evaluation process will reveal ways to improve your direct mail and help you develop best practices to drive positive results with future campaigns. To gauge the health of your direct mail campaigns, you need to critically assess your responses-including their frequency, quality, your industry’s typical response rates, and so on. Averages vary across industries, campaign types, and more.īut that doesn’t mean the question isn’t worth answering. “Am I getting good direct mail response rates?” is not a simple yes-or-no question. ![]()
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