Jul
11

what is the usual rate of “return” on a direct mail campaign?


I have a targeted market
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  1. stlb_2000 wrote on July 14th, 2009 at 1:15 am Uhr1

    2-3% is great.

  2. curmudgeon wrote on July 15th, 2009 at 4:04 am Uhr2

    I used to work for JC Penney and they would shoot for 4%.

  3. Puddinhead wrote on July 16th, 2009 at 9:06 am Uhr3

    depending on you mailers…

    I used to send out 5,000 a month.
    I would get around 50-60 calls from these.
    I was actually able to close the loans for about 15-25 a month.

    Hope that helps.

  4. fukinluckyfuker wrote on July 16th, 2009 at 7:24 pm Uhr4

    2-3% response rate is extremely wishful, and would probably take hiring a professional copywriter and using seriously personalized printing. You’re lucky to get more than 0.5%. If you can’t be profitable with a .5% return, you’re likely to not make money on this.

    Your actual “rate of return” depends on what you are selling, profit margins, and total marketing costs. But I assume you meant “If I send out 1000 mailers, how many calls could I expect to get?” If you get 10 calls, you’re doing good.

  5. Chris B wrote on July 17th, 2009 at 11:15 pm Uhr5

    It depends on a lot of variables such as the market, the mail piece & the mailing list.

    If you don’t use a tightly targeted mailing list then all other efforts will be lost, but if you target your list correctly then your campaign will have a very good chance.

    For instance, if you’re selling Viagra then your target market will be better to males ages 35-65, not 18-25. And it would be even better to target an income rather than someone who can’t afford the product.

    And if your market is a large majority and popular enough with a modest cost then your percentages are going to be higher than a product with a smaller market and a higher cost.

    Typically anywhere from .05% - 5% is very common although some have reported higher.

    That being said, the profits become the most important part of the answer. If it is a high-ticket item then you can sell fewer units and make more money, which then increases your ROI (Return On Investment) for the entire direct mail campaign.

    Your “rate of return” for the mail campaign won’t matter much if the mailing cost more than the actual product.

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