News
 Mail
Still Pulls Best Response Rates
What are the response rates for your direct
marketing medium? A report from the Direct Marketing
Association gives us the skinny on what were the top
line response rates for each medium in the industry.
According to the report, direct mail is the leading
direct marketing medium. The overall average
response rate for direct mail, including mailings to
both house and prospect files, was 2.77 percent, up
slightly from 2.73 percent in 2004.
There were a few industries such as building and
construction, entertainment and recreation that
reported the highest response rates. Still, the
industries that used direct mail to the greatest
advantage were catalog/retail stores (7.08 percent),
professional services (3.98 percent) and nonprofit
organizations.
As far as dimensional mail is concerned, it’s no
surprise the medium averaged a higher overall
response rate than flat direct mail, pulling 3.67
percent compared to direct mail’s 2.77 percent.
Dimensional mail, however, was used by a few
industries. It could be because of its high cost to
distribute. The highest response rate was achieved
by the health services industry, at 10.76 percent,
the report states.
Postcards did so-so. The response rate for postcards
(2.19 percent) is a tad lower than flat direct mail.
But in a small number of reported cases,
entertainment and recreation (13.68 percent) and
personal and repair services (7.14 percent) received
the highest response rates. Still, the major users
of postcards were catalog/retail stores, business
services, financial products and services and
publishing.
In the world of mail inserts, the DMA organized the
medium into three categories – co-op/shared mail,
package inserts and statement stuffers. The report
found that only a few industries were using the
mediums – financial products and services, health
services, manufacturing, packaged goods and
publishing.
Statement stuffers were used in only a few marketing
campaigns and all of them received very low response
rates – less than one percent, the report reveals.
Given their low cost to distribute, even with a low
comparable response rate, using statement stuffers
will most likely add value, the report states.
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