Direct Mail: Know the Response

There are many times when customers reach out to us to help them increase response rates. When that happens, my first question to them is, “What was the response rate on your last mailing?” Now, you would think that after 24 years in the business the standard response to this question would no longer shock me—however, that is not the case. When I hear “I am not sure,” I cringe. In 2015, how can you not know what your response rate was? You need this information. How can you execute a marketing plan without knowing your numbers?

So, let’s take a look at what the DMA 2015 Response Rate Report found.