All Forum Posts by: Aaron Robinson

Hey Mike! I don't post EVER, but I've followed a lonnng time, and have been investing for 10+ years (6 on my own). Great to get a response (promptly at that) from you.

So, I have data on every direct mail piece I've done over 4 years. Every year I fight with myself about what makes more sense TO ME. I send out 4-6 monthly mailings per lead (my numbers show that 4 months should be max), and I use 4-5 unique pieces each time. However, I never start my numbers over and track per mailing (each time i send out a new batch). I basically keep a running spreadsheet for each lead type/source (broken down monthly, quarterly, yearly, and all-time).

Your way/suggestion shows how well a particular mailing and/or mailer does... no? My way mainly focuses on how well direct mail does.

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Response rate is simply, (responses ÷ number of mail pieces sent out) right?

Soooo here's my issue with this...

If I send 100 people a postcard (so that's 100 postcards), and 90 call back, that's a 90% response rate right?
But what happens when I mail the other 10 again next month? So now I've sent out 110...

If I get 10 calls, is that a 100% response rate (10 calls divided by 10 mailings, or 100 calls divided by 100 people)?

or is that a 90% response rate (100 calls divided by 110 mailings)???

How do we calculate response rate? Per mailing or per person? By definition, response rate is based on how many people u invite vs. how many respond (not how many times u invite them). You can keep separate numbers to determine how many letters/touches it takes and how much your total campaign costs, but response rate seems like it should be per person (not per mailing). Thoughts???

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So here's my issue with this... You actually sent roughly 2,400 mailers (800+ absentee owners x 3 mailings) and got 92 calls. That's not a 11% response rate (it's actually closer to 3%). I think that's what the original poster was asking... Do we calculate per mailing or per person.

If I send 100 people a postcard, and 90 call back, that's a 90% response rate right?
But what happens when I mail the other 10 again next month? So now I've sent out 110... If I get 10 calls, is that 100% response rate (10 calls divided by 10 mailings, or 100 calls divided by 100 people), or is that 90% (100 calls divided by 110 mailings)???

Originally posted by @Adrien C.:

I'm not sure how the 2% is calculated. I track per mailing. So in my first mailing, I mailed 865 absentee owners. Overall I had 55 returned mails so my numbers are based on the 811 houses that got something. I had 52 calls in the first mailing for a 6.4% response rate. In the second mailing, I had 26 calls for a 3% response rate. I'm up to 9 calls on my third mailing which went out a week ago for 1.2%. With each mailing, I calculate the ratio based on mail sent vs calls. When they call, they come off the next months mailing so I figure that reduction into my calculation. Over the 3 campaigns, I have a combined 92 calls which is 11.3%. I have 3 closed properties with a handful in the pipeline so likely 1-2 more. This 3rd mailing I'm getting more calls of the take me off your list variety.

I have similar stats with my vacant list and my driving list.

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All Forum Posts by: Aaron Robinson

Aaron Robinson has started 1 posts and replied 3 times.

Post: Response Rate Confusion

Post: Response Rate Confusion

Post: Proper Direct Mail Response Rate Rate Calculation