Freelance Follies: What’s a good direct-mail response rate?

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Direct mail isn’t an exact science, and response rates can vary with the premium offered, the number of postcards mailed, the frequency of mailings, not to mention the quality of the creative concept and the copywriting. Of course, none of that will stop a client from wanting to know: “What’s a good direct-mail response rate?”

Check out the previous Freelance Follies installments at the following links:

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Measuring and promoting freelance client results

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Dear Dr. Freelance: When I’ve had my freelance resume critiqued, the advice I got was that I needed more quantifiable numbers and freelance client results to show the impact of my work. But when I send a press release or brochure copy to a client, I’m often not privy to what happens next, and I’m not sure they’d want to share sales figures with me, especially if they knew I’d be broadcasting it on my resume. Any advice?—Susan Johnston

Dear SJ: You’ve touched on a critical challenge in freelance business practices. Many clients don’t measure their results; some because they don’t think it’s worth the effort, others because they’re fearful of discovering a 0% return on investment (ROI). [Read more…]

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