Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Direct Mail Formats to House Lists CHART 43

N = 25*

*Small base

76%

48%

36%

20%

16%

8%

Postcard

Letter-Sized Envelope

Catalog

Dimensional

Oversized Envelope

Magalog

Which type of direct mail formats do you send to house lists? Please select all that apply.

Insight: Postcard use with house lists leapt from 59 percent in the previous study to 76 percent in the current one. Catalogs sent to house lists more than doubled from the previous study. Note: a magalog is a promotional publication that is a hybrid of a magazine and catalog.

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