Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Primary Purpose of Direct Mail CHART 41

N = 42

5%

Other purpose

7%

To drive traffic to retail locations

5%

To communicate with customers

To make a direct sale

35%

2%

To increase brand awareness

18%

To engage prospects

13%

To engage customers

15%

To generate leads

What is the primary purpose of your direct mail campaigns?

Insight: Making a direct sale leads all purposes of direct mail campaigns, almost double the second-ranked purpose, to engage prospects.

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