Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Highlight

Note: Due to the very small number of responses by campaign type (e.g., B2B, B2C) as well as list and format type (e.g., dimensional mail sent to prospect lists), there was insufficient data to report on response rates and other metrics at this level of granularity. Instead, this report will share direct mail metrics only by list type. • Of those who track direct mail response rates, 82 percent are using online tracking that leverages QR codes, specific URLs, or another online tracking mechanism. This tracking method increased from 67 percent in the previous study.

• The top purpose of direct mail for respondents is to make a direct sale.

• More than half (56 percent) of respondents use mixed house and prospect lists for their campaigns.

• The most popular direct mail format sent to house lists is postcard (76 percent). For prospect lists, the most popular format (67 percent) is a letter-sized envelope. • Direct mail sent to house lists produced the top ROI of all media in the study at 161 percent. By comparison, the ROI of direct mail sent to prospect lists was 34 percent.

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