First off – What is “Response Rate”?
In short it is the portion of people you mailed, that have taken action as result of your mailing. Example: if you mailed 10 people and offered them to call you for a special offer and 2 of the 10 called you – that’s 20% response rate.
Now to the actual question – what is a good, acceptable response rate…
This depends on how well you’ve planned your direct mail marketing strategy. Let’s say you are set on raising brand awareness and are sending your mail ads to a list of prospects based on their geographical location. A good response rate for such a mail marketing campaign would be 2%.
This might sound low. But after all, you’re reaching out to complete strangers who have possibly never heard of you and might not need your product. That 2% response rate can be considered solid in this scenario.
On the other hand, well-targeted direct mail can have several times better response rates – up to 9%. As you build your business and your in-house list of contacts, you’ll see better response rates, too.