Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Direct Mail List Types in Use CHART 42

N = 39

13%

House/existing customers a majority of the time

31%

Prospect/potential customers (sometimes using third-party data) a majority of the time

A mix of house and prospect lists

56%

What kinds of mailing lists do you primarily use for your direct mail campaigns?

Insight: Use of house lists for direct mail campaigns is down by almost half from the previous study, where usage was reported by 23 percent of study participants. Direct mail to house lists is the highest ROI medium in this study.

66