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So what is a reasonable response rate for a conventional personalized direct mail campaign? According to Baker, it is less than 3 percent. Through industry studies and personal experience, Baker knows that inserts are often discarded as unread. This may be because such inserts don't apply to the mailer recipient and the recipient may be correct to believe the sender is employing the "spray and pray" technique, which hopes that at least a small portion will have the desired effect—a response.
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- People:
- Scott Baker
- Places:
- Boston
E
Elise Hacking Carr
Author's page
Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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