When people hear “2.7% to 4.4% response rate” for direct mail, they often shrug—thinking that sounds low.
But here’s the truth:
Those numbers are incredibly high compared to digital marketing benchmarks—and they often lead to massive ROI.
Let’s break it down with real-world math so you can understand how even a “small” percentage can drive big results.
Direct Mail Response Rates at a Glance
According to the Data & Marketing Association (DMA), the average response rates for direct mail are:
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2.7% for prospect lists (new audiences)
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4.4% for house lists (existing customers)
Compare that to:
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Email: ~0.1% response rate
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Paid search: ~0.6%
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Social media ads: ~0.4%
These figures make it clear—direct mail punches way above its weight.
Let’s Do the Math: What Does 2.7% Actually Mean?
Say you send 5,000 postcards to local households using Every Door Direct Mail® (EDDM).
If you hit the average 2.7% response rate:
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That’s 135 responses—calls, website visits, redemptions, or walk-ins.
Now imagine:
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You convert just half (68 people) into paying customers.
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Each customer brings in $150 in revenue.
That’s $10,200 in revenue from a single mailing.
If your EDDM campaign cost $2,000…
✅ Your ROI is 410% — not bad for what looked like a “small” response rate.
And remember…that’s the low end of the direct mail response rate averages.
What Drives Better Than Average Results?
Here’s how smart marketers boost their direct mail performance:
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Target the right audience: Use tools like Mapfire to filter by income, age, homeownership, and more.
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Use compelling offers: Free consultations, BOGO deals, or limited-time discounts work wonders.
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Track your results: QR codes, custom landing pages, and call tracking help you attribute ROI.
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Go multichannel: Pair your mailer with Facebook or Google ads to increase visibility.
Final Thoughts
A 2.7% response rate isn’t small—it’s powerful when you look at the revenue behind it.
With smart targeting and a strong offer, even a single postcard can generate thousands in return.
So next time you hear “2.7%,” don’t dismiss it—start planning your next campaign.
