Forecasting Direct Mail Response Rates in 2022

 If you've ever wondered what the direct mail response rates will be in 2022, you're not alone. The average American household receives 454 pieces of marketing mail each year. Adding in 92 pieces of nonprofit marketing mail, the total amount of marketing mail received by American households has increased by almost half in a single year. Direct mail response rates in 2018 averaged nine percent for house lists and four percent for prospect lists.



As the fourth quarter of 2021 reflected, more direct mailers are anticipating a banner year. And it's going to come with some unique challenges. For one thing, major supply chain disruptions are expected to continue through the year 2022. To prepare for these challenges, you must forecast your programs as far in advance as possible. In the coming year, it will be critical to keep the focus on your audience instead of the bottom line.

Direct mail response rates have been increasing exponentially for several years now, with household list responses topping 9% last year. However, it may be prudent to aim for a more realistic 1%. Using a house list increases response rates by as much as five percent. After all, these people already know you and are likely to be interested in your topic. That's why catalogs make money by repeatedly mailing to the same house list.

Direct mail response rates in 2020 were estimated at 9%, which is nearly four times higher than the response rates of email marketing. Direct mail stays in the home for an average of 17 days, while email is instantly discarded. With this kind of response rate, it's no wonder direct mail is still an excellent advertising method. When done correctly, it will generate an exceptional return on investment. So, how do you measure direct mail response rates?

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