Response Rates, House File VS Prospect File

I have been asked many times about what is the response rate for direct mail.  The response rate depends on many factors, the copy, the ask, the size etc. According to the Direct Marketing Association, the following is the response rate using a house file vs a prospect file.

Letter Size envelope – House – 3.5%,  Prospect – 1.0%

Post Card – House – 4.3%,  Prospect – 1.0%

Oversized Envelope – House – 5.0%,  Prospect 2.0%

Catalog – House 3.9%,  Prospect 0.8%

This is a good argument for capturing data on your customers or donors. Your list is the best list.


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