What response rate should I expect from direct mail?

Short answer: published benchmarks for addressed direct mail run several percent, but a postcard sent to every door on a route (EDDM) usually does lower than that, and one ad on a shared card lower again. Plan conservatively, around half a percent to one and a half percent, and judge it over a few mailings.

What the industry reports say

The ANA/DMA Response Rate Report put direct mail response at 9% for house lists (people who already know you) and 4.9% for prospect lists (ANA/DMA Response Rate Report figures, as reported by MediaPost). The newer ANA Response Rate Report found most direct mailers who track response now use QR codes or custom URLs to do it. These reports come from marketers who chose to share their numbers, often with small samples, so treat them as a ceiling for addressed mail, not a forecast.

Why a neighborhood postcard is different

EDDM goes to every home on a route, not a list of people picked because they are likely buyers. That widens your reach but lowers the share who respond. On a shared card, your ad is one of sixteen. So the planning presets in our ROI calculator are deliberately modest (0.5%, 1% and 1.5%). They are estimates, not a promise.

What actually helps

• One clear, specific offer with a reason to act.
• A tracked QR code and a code word, so you can count responses.
• Mailing more than once. People keep a good card and call when the need comes up.

For most local businesses the better question is how many customers you need to break even. At a $250 average ticket, a $449 spot pays for itself with two customers. Try it with your numbers.

Written by Kelly, founder of Mailbox Finds. Prices quoted from public sources linked above; check them before you budget.