What response rates can you expect from your B2B direct mail marketing campaigns? Use this handy estimator that includes data from six types of mailing lists.
Things to keep in mind:
- This is only an estimator to give you a sense of ranges many business-to-business (B2B) direct marketers experience.
- Response rates can greatly be affected by many variables, including the creative execution of your direct mail package, the quality of your lists, the market’s awareness of your company, the interest or need of your service, etc.
- A response is not necessarily a sale. It might be a request for more information, an appointment for a presentation, a registration form to a free seminar, or any other response to a “call to action” you have in the direct mail package.
Direct Mail Response Rates Estimator
|Mailing to…||Estimated response|
|Current or recent clients||20%-30%|
|Prospects who contacted you (sales leads)||10-15%|
|In-house, self-compiled lists||3-10%|
|Rented mailing lists of buyers
of a similar service
|Rented lists from qualified
trade publications, associations,
or trade shows
|Rented lists compiled by list brokers||0.5%-1.5%|