B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
4.25%
4.25% -- direct mail response rate for Direct mail postcards (2025)
Postcards achieve an average response rate of 4.25% according to the Data and Marketing Association (DMA).
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Lighthouse Research Team
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Evidence graded
Value
4.25%
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
Data and Marketing Association (DMA)
Primary
Tier B
https://www.mailingexpert.co.uk/direct-marketing/direct-marketing-vs-email-marketing-which-strategy-… ↗
Source Article
Direct Marketing vs. Email Marketing: Which Strategy is Best for Small Businesses? | Mailing Expert
Direct Marketing vs. Email Marketing: Which Strategy is Best for Small Businesses?
Over the years, direct mail and email marketing have proven to be tried and trusted methods of engaging customers, driving sales, and building brand loyalty, yet each marketing channel offers unique benefits and prese…
Original Research
Data and Marketing Association (DMA)
· Original study ↗
Methodology
Attributed to Data and Marketing Association (DMA)
Methodology documented
Segmentation
Industrymarketing
Cite this stat
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Direct mail postcards: 4.25% direct mail response rate. Source: Data and Marketing Association (DMA) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/postcard-response-rate-4-25
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<blockquote cite="https://lighthousedata.io/data/postcard-response-rate-4-25" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4.25%</strong> -- direct mail response rate for Direct mail postcards<br><small>Source: Data and Marketing Association (DMA) (2025) · <a href="https://lighthousedata.io/data/postcard-response-rate-4-25" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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