Direct Mail and Cold Texting KPI Questions

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BiggerPockets World.

Really taking the time to deep dive our KPI's and had a few questions to clarify on what industry standards consider and define a response for direct mail and cold texting

Direct Mail

Industry standards say a 1% response rate to direct mail is good. What is defined as a response though? Is it anyone that responds to your mailer even if its just to say "take me off your list, I'm not interested in selling, property is already sold, etc" or is a response defined as those that respond that want to sell and the other responses previously described don't count as a response?

Cold Text

Similar question. Do you count anybody that texts you back a response no matter what they say (take me off your list, I'm not interested in selling, go pound sand, etc." or just those that respond that are interested in receiving an offer.

Right now we count Take me off your list and not interested, and want an offer as all responses and then have a separate category called Leads which are responses that actually want an offer.

Our current DM all encompassing Response rate for Direct Mail is around .90% and our current Lead Response (those responses that want an offer) at around 0.49%. We also keep track of returned mail and deduct those numbers from sent to generate a "Delivered" total and thats what we use to compare the Responses and Leads to generate the Response Rate % and Lead Response %.

Just now starting Cold Text so dont have numbers to report on that yet.

I await everyones feedback.