The response rate of direct mail campaigns is highly dependent on the audience that they're sent to. After all, that's the very heart of the campaign. You want your direct mail campaign to reach people who need your product or service. But the question is, how can you increase your response rate? Here are some tips. First, use your budget. If you have a small budget, a small percentage of your mailing list can be the test group.
You can test the effectiveness of different pieces of direct mail by testing different variables in the copy. For example, you can test different sizes of postcards and direct mail letters and compare their response rates. This way, you'll know which variation will increase your response rate. Another great way to test the effectiveness of different direct mail pieces is to design two similar mailers and divide them into two groups, A and B. Test different variables, including the size, teaser line, call-to-action, and response mechanism, and see which ones get the highest response rates.
When comparing the response rate of direct mail and email, you should remember that direct mail is often more effective than digital channels. Direct mail has a 37-times higher response rate than email. For this reason, many digital marketers are surprised that the ROI of direct mail is greater than that of other channels. For example, research by the Data & Marketing Association shows that average response rates for house lists have reached the highest level since 2003. And in fact, the response rate for house lists has doubled since 2003.
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