![]() ![]() This is the difference between order generation and lead generation. If instead of using a free offer, you use a price offer, you can expect to see a lower response rate – often fractions of 1 per cent. This is how catalog and other mail order businesses make their money – by repeat mailings to their house list.Ģ. In direct marketing, they say “the profit is in the list” – and this is what they mean. The people on your house list already know you and have already demonstrated (from their previous response) some interest in your topic. If instead of mailing to an outside list, you mail to your house list of previous responders, you can expect a higher response rate – possibly several times higher than 2%. However, there are applications and situations in which 2% (or 1%) should not be part of your projections. In trying to project response rates for a business plan, 2% could be considered an average response rate (although 1% is safer and more realistic). Or you could see a response as 3-5% – which is very unlikely. You could see a response rate of 1% or lower – which is very likely. Of course, even if these two factors are in place, remember 2% is just the average. These leads are then considered potential customers.īecause these offers are free, you can expect more people to respond. You then offer the report to your target audience – and those people who are interested in the topic will respond. You create a free report or white paper on a topic closely related to what you sell. You are a stranger to them so you have an uphill battle when it comes to generating a response.Ģ. you are using a free offer than requires little commitment on the part of your audience.įree offers are central to all lead generation campaigns. The people on outside mailing lists have no relationship with you. It’s important to understand the applications and situations before you try to predict your response rate.Ī 2% response rate is a good approximation if:ġ. you are mailing to an outside mailing list (meaning any list that is not your own) This is true for certain applications and situations, but not for all. You often hear about 2% being the average response rate. ![]()
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