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Know What To Expect by Maria Gracia I met with a fellow organizer last month, and she had just done a postcard mailing. She mailed out to 100 people, and she received 1 person responding to the mailing. She asked me, 'What did I do wrong?' I told her, 'You did nothing wrong.' Did you know that the average response rate for direct mail is now 1% or less? That means, for every 100 postcards or letters mailed, the average response rate will be one. For every 200 mailed, the average response rate will be two. In other words, this person's results were in line with other people who use direct mail as a marketing vehicle. Knowing your numbers -- and the numbers of successful direct mail marketers -- will give you the information you need, to know the difference between a poor response, an average response and an excellent response. When you mail out 100, or 200, or 300, you should know about how many responses to realistically expect. If you get 1%, that's expected; 2% that's great; 3% or more -- is wonderful! Keep this in mind when you do your next mailing. Click to Return to Article Index 
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