Direct mail response rates:
what to expect

Why published numbers run high

Many direct mail benchmarks include mail sent to existing customers, who already know the business. EDDM goes to every home on a route, and most of those homes have never heard of you.

We plan neighborhood campaigns at 0.5% to 1%.

What improves response

1. The offer. One service with a clear reason to call now beats a list of everything you do.
2. Timing. A furnace tune-up offer works best as the weather turns cold.
3. Repetition. A familiar name gets more calls.
4. The right area. Home services need homeowners. The research tool shows home ownership by ZIP code.
5. An easy next step. A large phone number and a short web address.

The rate your campaign needs

A 10,000-piece mailing costs about $3,935. With $225 profit per job and a 35% close rate, it breaks even at about 0.50%. Well under 1% leaves room for error. Over 2% means the plan needs to change before you mail.

Measure it correctly

Use a separate tracking number and web page for each campaign, and count responses for at least 30 days. If many people call but few book, the mail worked, and the fix is in how calls are handled.