B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
16%
16% -- direct mail response rate for direct mail (2025)
Direct mail delivers a 16% median response rate according to the ANA Response Rate and ROI Report.
- Median response rate reported across industry analysis
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
16%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
ANA (Association of National Advertisers)
Primary
Tier B
https://theworldsgreatestmarketing.com/ana-executive-summary/ ↗
Source Article
The ANA Response Rate Report & WGV’s Proven ROI ► The World's Greatest Vacations
The ANA Response Rate Report
& WGV’s Proven ROI
The ANA Response Rate and ROI Report is a comprehensive analysis of the effectiveness of digital and traditional media channels, drawing on in-depth market research data from leading brands, agencies, and platforms. Marketers rely on the ANA’s findings…
Original Research
ANA (Association of National Advertisers)
· Original study ↗
Methodology
ANA Response Rate and ROI Report analysis of digital and traditional media channels
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2017 | 4.4% | |
| 2018 | 4.4% | 0% |
| 2021 | 5.3% | +20.5% |
| 2025 (current) | 16% | +201.9% |
| 2025 (current) | 4.4% | -72.5% |
| 2025 (current) | 5.3% | +20.5% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
direct mail: 16% direct mail response rate. Source: ANA (Association of National Advertisers) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/direct-mail-median-response-rate-ana
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<blockquote cite="https://lighthousedata.io/data/direct-mail-median-response-rate-ana" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>16%</strong> -- direct mail response rate for direct mail<br><small>Source: ANA (Association of National Advertisers) (2025) · <a href="https://lighthousedata.io/data/direct-mail-median-response-rate-ana" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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