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Direct mail response

What is a good response rate to a direct mail campaign? 
Believe it or not, a response of 1 to 2 percent for any direct mail campaign is considered good. A 4% response is considered a grand slam, but don't count on this level on a regular basis.

Your budget and planning should be based on being successful with a 1% response. If not, rethink your package, offer, product and/or price. 
Brain Trust contributor: Author of How to Market a Product for Under $500! and Uncommon Marketing Techniques
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AskJim ID: 532