Average direct mail response rate 2018

According to the Direct Marketing Association (DMA), the average direct mail response rate for 2018 was:

• Households: 5.1% (up from 4.7% in 2017)
• Business: 3.7% (up from 3.4% in 2017)

These response rates are based on a survey of over 3,000 direct mail marketers and are considered to be industry benchmarks.

Here are some additional statistics on direct mail response rates for 2018:

• The average response rate for direct mail campaigns that used a personalized message was 6.5%, compared to 3.5% for campaigns that did not use personalization.
• The average response rate for direct mail campaigns that used a clear and concise message was 5.8%, compared to 3.3% for campaigns that did not use a clear and concise message.
• The average response rate for direct mail campaigns that used a sense of urgency (e.g. limited-time offer) was 6.2%, compared to 4.2% for campaigns that did not use a sense of urgency.
• The average response rate for direct mail campaigns that used a free gift or incentive was 7.1%, compared to 4.5% for campaigns that did not use a free gift or incentive.

It's worth noting that these response rates are averages and can vary widely depending on a variety of factors, including the quality of the mailing list, the design and content of the mailpiece, and the target audience.