*The Commerce Journal>>>Other - Advertising & Marketing

Is there an average rate of return of undeliverable mail in a direct mailing?

By that I mean, is there a benchmark for percentage of pieces that come back with bad addresses, etc? Thank you.

how old is the list?

Direct mail that is adressed "Or current resident" doesn't come back, but you can't measure much from that.

Email is much easier to track, you can send out 100,000 emails for example and you can track you "open rate" perfectly, let's say you have an 8% open rate , this means 8000 people saw your ad in email, if you get 120 responses you are doing pretty well.

Entirely dependent on how clean and up to date your list is before hand.
It is best to have someone process the list using postal certified software before hand so you can see which addresses are questionable.

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