Well the ‘average’ direct mail
response rate is 1-2%, so most people see that as a good return, but I don’t
think that tells the whole story. Your response rate, in general, will be as
good as the effort you put in.
We’ve run campaigns for clients who
have gained a 24% response rate – it’s all about getting six key variables
right. Send it to the right target audience – don’t take the ‘throw enough mud and
hope it sticks’ route – take the time and trouble to work out who you need to
speak to. Secondly, think about the timing. When are people most likely to
think about buying your products or services. Are there any no-go times (if
you’re targeting working mums, or work at home mums for example, don’t plan a
mailing to land in the middle of half term – they’ve got other things on their
minds!). thirdly the offer has to be right – compelling and appropriate to the
target audience. Your copy needs to be powerful and your design needs to
attract and build trust. Finally, for maximum results, integrate with other
marketing activities – a telemarketing campaign, email marketing or PR.
