Direct Mail Conversion

[Jacob Lewis]

Hey BP community. I'm about to start a multiple-touch direct mail campaign in pinellas county that will have a combination of yellow letters and post cards. Does any have any tips or expected conversion or call rates?

[Claire Trammell]

Hello @Jacob Lewis!

Based on our customer feedback as well as our own mailings over the years, here are the average response rates we have seen based on our customer feedback as well as our own mailings throughout the years:

Yellow Letters- average response rate of 8%-9%, all kinds of calls (angry calls, curious calls, tire-kickers, quality calls)

Postcards- average response rate of .5%, mostly quality calls.

Zip Letters- average response rate of 2%, mostly quality calls. (Great for follow ups)

Greeting Cards- average response rate of 2%, mostly quality calls. (Great for follow ups)

Direct mail tends to work best when you send a campaign of 5-7 different pieces, 4 weeks apart from each other. Follow ups are key as the average person takes 3-5 touches before picking up the phone to respond.

Hope that helps!