When running a direct mail campaign you can simply develop personalised communications that connect with your target audience (a direct mail marketing agency such as Gecko can help you with this). However the work doesn’t stop once your campaign has mailed out, in fact it’s only just beginning. As results begin to stream in, it’s important to start thinking about how you’ll measure success. One metric we regularly use is response rates.
Improving your direct mail response rates
One of the main measurements in any direct mail campaign is the response rate. Given this measurement is used to understand the potential success of your direct mail campaigns, it is important that you consider how you are going to track this customer interaction.
How do you measure direct mail response?
If you mailed 10,000 pieces, and 400 people responded, your response rate would be 4%, simply because 4% of people responded. So the response rate is a simple stat to calculate; the number of people responding, divided by the number of pieces mailed. Obviously, the higher the percentage, the better!
What is a good direct mail response rate?
One of the most common questions we hear from clients is what to expect in terms of direct mail response rates … it’s a difficult question to answer! Each sector or client is different, and as a leading personalised communications agency we can advise what we’d expect specific sectors/activities to achieve based on our experience.
When planning a direct mail campaign it can be difficult to predict a response rate as experience tells us direct mail results can vary with different direct marketing campaigns. Response rates can vary but there are steps to ensuring response rates remain high. To keep response rates high there are several steps we take throughout the process to ensure your marketing message cuts through the clutter.
What we do know is that, even though the response rate tells you how many people responded to your mailing, it doesn’t tell you anything about response quality.
The true goal of a campaign shouldn’t just be response rate, but the quality of responses and ultimately ROI, the impact the activity has on your objectives.
Comparing direct mail response rates with other advertising
Comparing the direct mail results with your other types of advertising, or even other direct mail campaigns is a fairly straightforward process. Cost per response is a measurement which can be a common denominator between direct mail and other types of advertising.
Direct Mail Response Rates
To maximise your response rates, you need very clear, simple call to actions that jump out of the page and are measurable. You can’t go far wrong if you focus on response rates and return on investment.
What Gecko Can Do For Your Business?
At Gecko we have a 20:20 promise, 20% uplift on your current marketing ROI or 20% of your investment back. This is based on nearly 20 years’ experience of improving direct marketing campaigns for our clients.