What can you expect from your mailings? The overall national average for all direct mail solicitations is approximately 1.5%. Between the overall average and this high response are the pizza coupons with approximately 5-8% redemption rate. Lastly, at the bottom of the average response rate are burial insurance offers at one-fourth of 1% Measure your response. Use the mailing that got the best return as a control group then try to improve response on future mailings. If you don't measure your response then you are openly guessing what works. Check with your industry associations for ideas and average responses. Remember, a test is only as good as the sampling representing the whole.

DIRECT MAIL DOES GET NOTICED...

Television network conducted survey: Direct Mail vs. Newspaper Insert
4 markets - 2 direct mail, 2 newspaper
1,020 adults telephone interview next day

Results:

58% Read the paper (42% did not )
Of the 58% that read, 26% recalled insert
15% of the total newspaper distribution could recall the insert

52% recalled Direct Mail piece! compare this to the meager 15% that recalled the newspaper insert.

Recall of ad distributed by mail was more than three times as high as ad distributed by newspaper.

Direct Mail gets direct results! . . . the marketer's choice for target marketing in the 90’s.

Goal #1, Get it to the Right Person!
Goal #2, Get them to Read it!
Goal #3, Get them to Respond!
Goal #4, Get the Greatest Return!