#AVERAGE RETURN RATE OF MASS MAILINGS HOW TO#
Take these factors into account when deciding how to target your mailers. You can address this, of course, by running your mailing list through the National Change of Address (NCOA) dataset, so your mailers can go where they need to.
But they’re also more likely to move, meaning that your targeted mailers could end up in the wrong mailbox when they pack up and leave for a new city. Postal Service itself calls this a myth! However, it’s important to understand the different approaches that various age groups and demographics take to their mail.įor example, a third of millennials currently subscribe to subscription box services, more than any other age group. It isn’t true that millennials don’t respond to direct mail advertisements. That can help clean up your lists and spend more time finding new customers who haven’t already committed to you. Generally, you don’t have to worry about paring down chronic non-responders until at least three mailings, and even then it’s best to look at the entire carrier route rather than targeting specific individuals.Ĭonversely, you may not need to keep mailing someone who’s already an active customer - chances are, they’re already actively engaged with your sales team, so it makes sense to remove active prospects and customers from mailings. From there, all you have to do is pare down the breadth of your campaign to fit into your budget.īe sure to remove irrelevant addresses from that area that don’t have customers you need to target - PO boxes, drop addresses, seasonal dwellings, businesses, and so on. If you’ve done your job right, you know what areas are most relevant for your market, and are already planning to start a direct mail campaign there. This brings us to our next tip: targeted mailings. Target Your Mailings Right out of the Gate Let’s take a look at some ways you can improve the quality of the responses you get from your mailers. Of course, none of that matters unless you have high quality direct mail campaigns with which to develop that relationship. Some of the most effective campaigns help you build up a relationship with your customers over time. If your objective is simply to increase brand awareness, then you may be less concerned about reaching your sales targets with your first mailing. Are you advertising a new local business? Getting people to sign up for a website? Promoting a sale or a new product? Of course, measuring your success rate depends on what objective you’re trying to achieve.
They estimate that direct mail has a response rate of up to 9%, partly because consumers’ physical mailboxes are still less cluttered than their inboxes! Source: ANA | DMA Response Rate Report 2018 While you might assume that modern advertising tools like e-mail offer a better response rate, in fact, the opposite is true: the Association of National Advertisers (ANA) found that email only had a 1% response rate. That means that you can expect around 1 or 2 purchases or responses per 100 mailers with a standard campaign. 5 to 2% return rate is about average for a direct mail marketing campaign. Normal Rates of Return on Direct Mail Campaignsĭirect mail can be used for many different purposes, so your rate of return will depend on what kind of response you’re looking for.
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