Know-How Exchange : Research/Metrics

Hey Jo,

This is from https://www.directmag.com:

The average response rate for the 1,122 industry-specific campaigns that the DMA studied was 2.61%.

Within sectors, nonprofit fundraisers enjoy the most success with direct response, getting rates of 5.35%. Close behind are retail stores (with 3.36%) and establishments selling services to businesses (3.34%).

Manufacturing delivers 3.17%; personal and repair services 3.07%; and travel 2.98%. The two sectors at the bottom of the list — computer/electronic products and packaged goods — still get better than 2% response.

I don't think you are going to find anything published on the test and measurement industry, you would be better off asking some other people in the industry and creating your own benchmark.

I hope that helps.

In general, I've always figured 0.5-1.0% is a good starting point. As others have said, if you have a very targeted list (like current customers, for example), then 2-3% is probably not totally unreasonable.

The real issue isn't what the industry average is, it's how good your mailing is. How attractive is the offer? How compelling is the communication? How important is the underlying need you're addressing?

Be very careful when you look at averages. The average temperature in the world might be 60 degrees (F), but you can still get frostbite or sunburn when you go outside, depending where you are and what season it is.