Quantity vs. Quality
Which One Scores Your Highest Ratings in Marketing & Advertising?
In the past, having a conversion rate when using direct mail, one percent was acceptable. A response rate is an important metric for analyzing a mailing or any other communication channel your customers may prefer. But a high response rate is not always the best goal. If you’re trying to generate sales leads for a high-dollar service where the contract might be over one million dollars, a single reply that results in a sale might give you a low response rate, but it would likely represent a significant return on investment. Therefore, your goal is not to maximize response but to maximize profit. Direct mailers in the past century would continually buy more lists to increase their mailing number hoping to get more responses. Hence, the name, junk mail.