Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Direct Mail Formats to Prospect Lists CHART 44

N = 21*

*Small base

67%

62%

48%

29%

14%

10%

Letter-Sized Envelope

Postcard

Catalog

Oversized Envelope

Dimensional

Magalog

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

Insight: Few significant differences from the past to current study year on formats sent to prospect lists: postcard went from 64 to 62 percent; letter-sized went from 61 to 67 percent;, oversized went from 18 to 29 percent; and dimensional dropped from 18 to 14 percent. The most notable exception: catalogs. As with catalog sends to house lists, sends to prospect lists almost doubled from 25 percent previously to 48 percent in the current study.

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