Direct Mail Response Rate Benchmarks

The response rate of direct mail depends on its format. Some formats have higher response rates than others, such as postcards. Postcards, for instance, have a response rate of 4.25%. Similarly, dimensional mailers and catalogs receive response rates of 4% or higher. Letter-sized envelopes, on the other hand, have the lowest response rate at 3.5%. Of course, it is important to know the target demographic when developing your marketing strategy. Surveys have shown that 59% of US respondents are open to receiving mail about new products or services.

One way to improve your direct mail response rate is to include personalized URLs. Although they may not be as convenient as QR codes, these URLs are usually printed on the direct mail piece, making the recipient feel extra special and encouraging them to click on the URL. In addition, they are easier to remember and can even help your campaign stand out from the competition.

Direct mail response rates have declined over the last decade, but they still outperform many other forms of advertising. A recent study by the Direct Marketing Assn. showed that a direct mail response rate of 5.3% is much higher than that of email, paid search, and online display combined. This is largely because direct mail arrives in a less cluttered channel and can be read more easily than other forms of advertising.

Studies show that direct mail recipients are more likely to spend money and buy more items after receiving their direct mail. This means that direct mail can increase your sales by as much as 29%. And, more importantly, people who receive direct mail enjoy it. Considering that people receive an average of 121 emails per day, direct mail is still an excellent way to build a relationship with your customers and create a sense of loyalty, trust, and respect.