What is the Average Direct Mail Response Rate?

Direct mail is used by almost all types of businesses and can help with a number of marketing objectives such as generating leads, sales, brand recognition, and product launches. This type of marketing can be very effective and is often the best way to reach a specific demographic that other methods may struggle with. Direct mail campaigns can generate a high return, especially when using targeted mailing lists that have been cleaned and segmented based on the types of customers you are trying to attract and convert into regular clients.


When compared to other popular online marketing channels such as email, paid search and social media, the commanding 5.3% response rate associated with direct mail is a stark reminder of the undeniable power and efficacy of this tried-and-true strategy. However, simply focusing on the response rate alone isn’t enough to understand how effective this marketing method is for your business, as the quality of those responses should also be considered.

Direct mail is very shareable and is likely to be noticed by the entire household, with an average lifespan of around 17 days. Additionally, recent statistics show that around 42.2% of recipients either read or scan their direct mail, which is an impressive statistic to note when evaluating your campaign performance. However, it is important to remember that response rates don’t come easily or suddenly and will need to be tweaked and improved over time in order to achieve your goals. This can be achieved by testing different aspects of your direct mail such as the size, offer or premiums, headlines, and even the response mechanism itself.

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