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Response rate in direct mail marketing refers to the proportion of recipients who take any action in response to a direct mail campaign. This action could include making a purchase, requesting more information, visiting a website, or engaging with the provided content. The response rate is calculated by dividing the number of individuals who respond by the total number of recipients who received the direct mail.
Response rate analysis provides valuable insights into the effectiveness of a direct mail campaign, helping marketers assess its impact on the target audience. By monitoring and comparing response rates across different campaigns, marketers can identify trends, refine targeting strategies, and optimize content to achieve higher engagement and conversion levels. A higher response rate indicates that the direct mail campaign has captured recipients' attention and motivated them to act.
See: Conversion rate