According to the Direct Marketing Association’s 2015 Response Rate Study, oversized envelopes have the best response rate at 5.0 percent, followed by postcards at 4.25 percent, dimensional 4.0 percent, catalogs 3.9 percent and letter-sized envelopes 3.5 percent.
Most water quality dealers use small-size postcards or standard letter-sized envelopes. It’s time to consider changing it up and using an over-sized postcard or over-sized envelope to increase response.
While fewer companies who participated in the DMA Response Rate Study reported using direct mail (less than half the responders said they use direct mail), that can be very good news for those water dealers who do, because of less competition in the mailbox for your prospects’ attention.
By the way, direct mail response outperforms every other marketing channel.
You can find more information about the DMA Response Rate Study here.
