What is a good response rate for a mailing?

This question might be the most frequently asked about direct mail marketing. The response rate is determined primarily by three factors: the mail list, the appearance of the mail piece, and the offer. Of the three, the mail list is the most influential – 60% – while appearance and the offer account for 20% a piece.

Factors tied to the mailing list include the overall list hygiene (accuracy of the addresses and age of the list), how often the list is used for mailing, and whether the list is appropriate for the offer being made.

In a January 2007 white paper, The Winterberry Group noted that the three key factors influencing consumer buying decisions in response to direct mail marketing are timing, personalization and relevance. For most mailings, a response rate of 1-2% would be considered good.