The Science of Response Rates: What Makes Direct Mail So Effective?

woman at mailboxWhen it comes to marketing and advertising, businesses have a multitude of options at their disposal. From social media ads to email marketing, the possibilities are endless. However, one option that has stood the test of time is direct mail. And at JLS Mailing Services, Inc., we know firsthand the effectiveness of direct mail campaigns.

Direct mail is a powerful tool that allows businesses to connect with their customers in a personal and tangible way. It involves sending physical mail to a targeted audience with the intent of promoting a product, service, or brand. Direct mail campaigns can take many forms, from postcards and letters to catalogs and brochures.

At JLS Mailing Services, Inc., we’ve helped countless businesses in New England and beyond design and execute successful direct mail campaigns. One of the key reasons direct mail is so effective is its high response rates.

What are Response Rates?

Response rates refer to the number of people who take action after receiving your direct mail piece. This could include making a purchase, signing up for a newsletter, or visiting your website. In other words, response rates measure the success of your direct mail campaign.

What Makes Direct Mail So Effective?

There are several reasons why direct mail has such high response rates. Here are just a few:

1. Tangibility

Unlike digital marketing methods, direct mail is physical. It’s something that your customers can touch and feel, which makes it more memorable and impactful. Direct mail also has a longer shelf life than digital marketing materials, meaning your customers can refer back to it whenever they need to.

2. Personalization

Direct mail allows you to personalize your message to each individual recipient. By using data analytics and variable data printing, you can create customized mail pieces that resonate with your customers on a personal level. Personalization increases the likelihood that your customers will respond to your mail piece.

3. Targeting

Direct mail campaigns allow you to target specific audiences based on demographics, interests, and behaviors. By targeting your mail pieces, you can ensure that your message is reaching the people who are most likely to respond to it. This increases the effectiveness of your campaign and ultimately leads to higher response rates.

4. Creativity

Direct mail allows for more creativity than digital marketing methods. With direct mail, you can experiment with different formats, colors, and textures to create a mail piece that stands out and grabs your customers’ attention. The more creative and eye-catching your mail piece, the more likely your customers are to respond to it.

Maximizing Your Response Rates

At JLS Mailing Services, Inc., we understand that response rates are crucial to the success of your direct mail campaign. That’s why we offer a variety of services to help maximize your response rates.

1. Data Cleansing and Formatting

Data cleansing and formatting are essential to the success of your direct mail campaign. By ensuring that your mailing list is up-to-date and accurate, you can increase the effectiveness of your campaign and avoid wasted resources.

2. Material Ordering

JLS Mailing Services, Inc. is a one-stop shop for all of your direct mail needs. We offer material ordering services to ensure that you have everything you need for your campaign, from envelopes and paper to postage and packaging.

3. List Management

List management is another critical aspect of a successful direct mail campaign. We offer list management services to help you target your audience effectively and ensure that your message is reaching the right people. By analyzing your data and segmenting your audience, we can help you create personalized mail pieces that resonate with your customers.

4. Design and Printing

At JLS Mailing Services, Inc., we have a team of talented designers and printers who can help you create stunning mail pieces that stand out from the crowd. We use the latest printing technology to ensure that your mail pieces are of the highest quality and are delivered on time.


Direct mail is a powerful marketing tool that can help businesses connect with their customers on a personal and tangible level. At JLS Mailing Services, Inc., we understand the science of response rates and how to maximize them for our clients. By leveraging the power of data analytics, personalization, and creativity, we can help you create a successful direct mail campaign that generates high response rates and drives business growth.

If you’re looking for a trusted partner for your direct mail needs, look no further than JLS Mailing Services, Inc. Our team of experts is here to help you every step of the way, from data cleansing and formatting to design and printing. Contact us today for a free consultation and let us show you how we can help you achieve your marketing goals.

JLS Mailing Service experts are ready to help you. Call 866-557-6245 or use our contact form on our website’s Contact page.