B2b direct mail response rates 2017
According to various sources, including the Direct Marketing Association (DMA) and the Data & Marketing Association (DMA), here are some average response rates for B2B direct mail campaigns in 2017:
- Overall Response Rate: 5.1% (Source: DMA's 2017 Response Rate Report)
- Average Response Rate for B2B Direct Mail: 3.7% (Source: Target Marketing's 2017 B2B Direct Mail Survey)
- Response Rate for B2B Direct Mail with a Personalized Message: 5.5% (Source: MarketingProfs' 2017 B2B Direct Mail Survey)
- Response Rate for B2B Direct Mail with a Relevant Offer: 6.1% (Source: MarketingProfs' 2017 B2B Direct Mail Survey)
- Response Rate for B2B Direct Mail with a Unique Selling Proposition (USP): 7.3% (Source: MarketingProfs' 2017 B2B Direct Mail Survey)
It's worth noting that these response rates are averages and can vary depending on factors such as:
- Quality of the mailing list
- Relevance of the offer or message
- Design and layout of the mailpiece
- Target audience and industry
- Competition and clutter in the mailbox
- Follow-up and nurturing efforts
Additionally, some industries may have higher or lower response rates than others. For example:
- Technology and software companies may have higher response rates due to the high demand for their products and services.
- Healthcare and pharmaceutical companies may have lower response rates due to the complexity and sensitivity of their products and services.
It's also important to note that response rates are just one measure of the effectiveness of a direct mail campaign. Other metrics, such as cost per lead, cost per acquisition, and return on investment (ROI), should also be considered when evaluating the success of a campaign.