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Estimating response to business-to-business direct mail

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"What kind of respond can I expect from my lead-generating mailing and what percentage is considered good for business-to-business direct mail?"

This is one of the most frequently asked questions in business-to-business marketing. Let's see if we can shed some light on the topic.

Percentage Response

The number of inquiries produced per thousand pieces mailed varies dramatically depending on a number of factors, some of which we'll discuss shortly. However, based on recent results, we can make the following generalizations:

If your mailing has a hard offer, you can expect a response rate in the range of 1 percent to 1.5 percent. I define a hard offer as any response choice that forces the prospect to try the product or have direct contact with a salesperson. These include meetings, demonstrations, presentations, so-called "free consultations" (sales meetings in disguise), demo diskettes selling for nominal fees, and 30-day trial ...(register to read more)

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