Response Rate Report 2024

ANA Response Rate Report 2023

Chapter 6: Direct Mail

Direct Mail Metrics Overview TABLE 7

2023 Direct Mail Metrics Overview

House File

Prospect File

Metric

Response Rate

CPM Resp.

Conv.

ROI

CPM

Conv.

ROI

All formats

$201.86 15.6% $24.48 160.9% $210.57 10.8% $97.74 33.7%

N

31

26

26

27

26

25*

25*

22*

*Small base

Insight: Unlike past studies where direct mail ROI was broken out by format, the sample size for each format was too small for that analysis. Here, the data represents the aggregate ROI for all formats.

69