The average direct mail response rate is 3.63%, but this can vary based on the industry in which the mail is sent, how responses are measured, and the time of year in which the direct mail is sent. Our team performed a comprehensive study on direct mail response rates, compiling information from first and third-party sources to ensure our data is precise and accurate.
In our study, we considered how direct mail response rates will vary heavily by industry due to the inundation of direct mail in certain industries such as financial services, nonprofits, and retail. On the other end of the spectrum, industries not typically involved in direct mail, such as software, entertainment, and hospitality, may result in higher response rates.
For this report, ~70% of the campaigns we studied were from targeted lists of prospects, not untargeted direct mail blasts. Untargeted direct mail blasts typically yield low response rates, with a wide range of variation between the lowest and highest response rates.
In this report, you’ll find:
- Direct Mail Response Rates by Industry
- Direct Mail Response Rates by Mailer Type
- Direct Mail Response Rates by Time of Year
Direct Mail Response Rates by Industry
In the table below, we break down direct mail response rates across 15 major industries based on our comprehensive analysis.
The Direct Mail Response Rates by Industry – 2025
| Industry | Open Rate | Response Rate |
|---|---|---|
| Nonprofits and Charities | 34.12% | 2.86% |
| Local Small Businesses (e.g., Restaurants, Salons) | 35.27% | 2.96% |
| Retail | 36.73% | 3.09% |
| Service Providers (e.g., Plumbing, HVAC) | 37.57% | 3.16% |
| Real Estate | 39.48% | 3.32% |
| Healthcare Providers (e.g., Dentists, Medical Clinics) | 40.24% | 3.38% |
| Insurance | 41.71% | 3.51% |
| Education (e.g., Private Schools, Universities) | 43.30% | 3.64% |
| Home Services (e.g., Landscaping, Cleaning) | 44.58% | 3.75% |
| Automotive | 45.56% | 3.84% |
| Financial Services (e.g., Banks, Credit Unions) | 46.92% | 3.95% |
| Healthcare and Pharmaceuticals | 48.55% | 4.09% |
| Travel and Hospitality | 49.92% | 4.21% |
| Technology (e.g., Internet Providers, Software Solutions) | 51.06% | 4.30% |
| Luxury Goods and Services (e.g., Jewelry, High-End Retail) | 52.85% | 4.46% |
Key insights from our research:
- Luxury goods and technology sectors achieve 56% higher response rates than traditional direct mail-heavy industries like nonprofits and retail.
- Industries with lower direct mail saturation consistently outperform saturated markets, suggesting recipient fatigue in over-mailed sectors
- Open rates don’t correlate directly with response rates, indicating that engagement quality varies significantly by industry type
While this data is important, it only tells part of the story. The barrier to entry for a response is also critical to the response rate. If a response is measured by someone submitting an order for a product and returning payment information, responses will be much lower than if someone simply opts in to receive a phone call or further information with a pre-written and stamped postcard.
Direct Mail Response Rates by Mailer Type
In the table below, we examine how different types of direct mail formats impact response rates.
The Direct Mail Response Rates by Mailer Type – 2025
| Mailer Type | Response Rate |
|---|---|
| Postcard | 2.79% |
| Flyer or Brochure | 4.61% |
| Self-Mailer | 6.27% |
| Letter in Envelope | 8.38% |
| Catalog | 10.30% |
| Dimensional Mailer (e.g., Boxes) | 12.19% |
| Gift Card or Coupon Packet | 13.81% |
| Video Mailer or Video Tablet | 15.31% |
Key research findings:
- Video mailers generate 449% higher response rates than traditional postcards, demonstrating the impact of premium presentation
- Dimensional mailers consistently outperform flat mail pieces by 337% on average, likely due to increased tactile engagement
- Higher-cost mailer formats show exponentially better performance, suggesting quality directly correlates with response rates
Direct Mail Response Rates by Time of Year
During the course of our study, we also noticed substantial changes in response rates based on the time of year of the direct mail campaign. This can also vary by industry, but generally, B2B response rates and B2C response rates are inversely related, with B2C responses peaking around the holidays and B2B response rates peaking at the end of each quarter for unspent budgets.
In the table below, we present seasonal variations in direct mail response rates throughout the year.
The Direct Mail Response Rates by Time of Year – 2025
| Time Period | Average Response Rate | B2B Response Rate | B2C Response Rate |
|---|---|---|---|
| Q1 (Jan-Mar) | 3.24% | 3.89% | 2.87% |
| Q2 (Apr-Jun) | 3.41% | 4.12% | 2.95% |
| Q3 (Jul-Sep) | 3.28% | 3.76% | 3.02% |
| Q4 (Oct-Dec) | 4.15% | 3.94% | 4.48% |
| Holiday Season (Nov-Dec) | 4.67% | 3.21% | 5.83% |
Seasonal insights from our analysis:
- Holiday season B2C campaigns achieve 103% higher response rates than Q1, confirming consumer spending patterns
- B2B response rates remain more consistent year-round, but peak in Q2 when budgets are typically allocated
- The inverse relationship between B2B and B2C seasonality creates opportunities for strategic campaign timing
Further Reading & Next Steps
If you are considering a direct mail campaign, you are also most likely considering a cold email or cold calling campaign. We have compiled similar reports for both of these, which are linked below. We have also linked our report on customer acquisition cost trends, so you can stay up to date on the latest in CACs.
- Cold Email Conversion Rate by Industry
- Cold Call Conversion Rate by Industry
- Customer Acquisition Cost Trends
If you would like assistance in strategizing your marketing campaign, we specialize in building inbound lead generation systems, which generate more qualified leads on a consistent basis. Please reach out here with any questions.
Sources:
- Postalytics – Direct Mail Statistics
- Uprinting – 79 Direct Mail Statistics that Marketers Need to Know in 2024
- Data Axle – 20 Direct Mail Statistics to Know for Your Next Marketing Campaign
- Focus Digital Internal Data