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I'm New To Direct Marketing. What Response Rate Should I Expect?

It depends. Response rates are affected by many variables, including media selection, list segmentation, timing, offers, copy and creative.

While companies with a response-rate history can project response rates fairly accurately, new tests are more difficult to project. If you have no history of doing direct marketing (tracking, measuring and analyzing results), you have no basis for making a projection other than industry standards or results generated by others. But neither is necessarily meaningful nor reliable for your situation.

For example, life insurance marketers with high value customers and high renewal rates can live with lower initial response rates, sometimes under 1 percent.

But this may not work for your business model. Track, measure and build a response history to help you make future projections.

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