Agency: Navigator Blue Authors: Freda Casey, Terry Corr and Conor Kelly

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INTRODUCTION

Response rates to any direct mail campaign depend on a number of factors - data, timing, offer and creative.

“DMIS research shows that the average response rate to a Direct Mail campaign is 6.8%, with consumer campaigns receiving, on average greater response than business campaigns and door drops. For the majority of sectors, response rates vary between 2% and 7%."(Source Royal Mail – The Letterbox Factfile 2003)

This case study demonstrates how we achieved a response rate of 43% to a consumer direct mail campaign – in a highly competitive and aggressive market sector, that is traditionally a relatively low sender of consumer direct mail.