Direct Mail

4. Responses

4.1 Response rates to mailshots vary widely.

• A one to two per cent response rate is often regarded as normal. But a mailshot to your ten best customers, making them a good offer, could result in a 100 per cent response rate (they all reply) and even a 100 per cent conversion rate (they all place an order).

4.2 Timing is important.

• At what times of the year, month or week will customers be most interested in your product?
• For most businesses, the best time to receive a mailshot is midweek - when they are not too busy - and not just before or after a holiday.

4.3 Experiment a little before investing in any expensive mailshots, to find out what works.

• Results from one small section of a list should scale up if you have made sure it is representative of the list as a whole.

4.4 Responses may be delayed if mailshots are passed to other staff or filed for reference.

• Useful information on topics like transport, accommodation, office equipment and seminars may be retained for some time.