It’s one of the most common questions new direct marketers ask.
A few years ago, The Direct Marketing Association analyzed over a thousand mailings and found that the average response rate was 2.61%. However, your mileage will vary. I’ve gotten 11% at The DMA, and was delighted to achieve .2 or even .4% at The Economist.
Here are a few general guidelines:
How to improve response rates
- Offer something for free or at a low cost
- Use a targeted list (not the biggest, not the least expensive, but the one that best matches your business and your product)
- Aim to generate leads rather than direct sales
- Require a low level of commitment (in time, effort, or money)
Factors that decrease response rates
- Response requires payment
- The list doesn’t match audience well enough (sending pooper-scooper offer to people who don’t own dogs)
- The product or service is expensive
- Responding requires a high level of commitment (in time or money) or it’s just too hard
For example, this mailing will get a great response (but may bankrupt you)
(sent to a list of men between 35-55)
Free 60″ Sony Plasma TV
Claim yours at www.freeTV.com
This one is guaranteed to fail:
(sent to a list of women ages 25-25 in New York City)
Free Whale Blubber!
Claim yours at www.whaleblubber.com
You’ve got to balance cost, commitment, offer, list, copy and design to maximize your return.
Email me privately for personal help.
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