What Is The Return Rate For Direct Mail?
Whether you’re sending postcards or catalogues, you’re bound to be wondering “what is the return rate for direct mail?” Here are a few facts about each type of mailing. Postcards have the highest response rate, followed by oversized mail with a 3.95% response rate, and general public or prospect list with a 4.26% return rate. You can also use a combination of the three to see which type of mailing has the best return rate.
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Postcards get the highest response rate
One of the main reasons postcards get the highest response rate for direct mail is their simplicity. While a postcard may not be opened, a prospect will recognize the business on the front, and will likely be interested in reading the message inside. Postcards are also a low-cost way to send regular direct mail campaigns. Postcards get the highest response rate when they ask a prospect to call or visit a PURL. Because they do not require an opening, they can be printed larger than other types of direct mail.
Direct mail packages are also important. Postcards get the highest response rate of any direct marketing type. In fact, postcards have the highest response rate of any type of direct mail, with a response rate of 4.25%. Compared to letters and dimensional mailers, postcards get the highest response rate. Furthermore, if you’re looking to increase response rates, consider using omnichannel marketing. This will increase your response rate by up to 60% and increase your return on investment.
Oversized direct mail has a 3.95% response rate
Direct mail pieces with oversized envelopes generally have a higher response rate than those mailed with standard letter sizes. Letter-size envelopes receive a 4.41% response rate, while dimensional mailers earn a 3.95% response rate. Moreover, a majority of Americans, 59%, say they enjoy receiving mail about new products. In addition, oversized direct mails can be effective in increasing your brand recognition.
The type of offer you choose makes a big difference in response rate. Providing a tempting offer to attract prospects may attract the wrong kind of leads, and it could negatively affect your overall results. To maximize the response rate from your direct mail campaigns, choose an offer that is easy to understand and finds by a mail recipient. Remember, your audience will only read your offer if they are interested in it. Therefore, the easier your offer, the higher the response rate will be.
Catalogues have a 4.26% response rate
Direct mail is still a highly effective marketing tool, and catalogs remain one of the best-performing types of materials. According to the DMA, over 90% of customers keep their catalogs for at least a week. They also spend more money and purchase more items than other forms of direct mail. While these numbers may seem small, they are indicative of the value of direct mail as a marketing tool.
While the response rate of direct mail is usually low, it is still higher than the response rate of email. According to the ANA/DMA Response Rate Report, direct mail has a response rate of five to nine percent, while email only achieved one percent in 2018. The higher response rate for direct mail is due to the lower level of clutter and the fact that most people receive promotional mail without thinking.
General public or prospect list has a 4.26% response rate
While the general public and prospect lists are considered the best-responding mailing list types, this isn’t always the case. While direct mail is still effective in driving sales, response rates can vary considerably. Prospect list and house list open rates were both above the national average of 1.12% and 4.46%, respectively. This difference between the two lists shows that direct mail is still a great way to reach a large audience.
The USPS reports that direct mail advertising is alive and well. In fact, the average US household receives 454 pieces of marketing mail per year. Nonprofit marketing mailers receive 92 pieces per year. A prospect list and general public response rate of 4.26% and 9%, respectively, are the most effective direct mail options. But what’s the best option? What’s the best way to measure the effectiveness of a marketing piece?