Dictionary of Marketing Terms: response rate
response rate
gross or net responses received as a percentage of total promotions mailed or contacts made. The response rate to a directmarketing promotion rarely exceeds 5%. The objective of most promotion tests is to increase the response rate by varying some element of the promotion. key code are used to identify each variation, and the response rate is then tabulated by key code. In most cases, a response is an order, but it may also be an inquiry, an answer to a survey, or an entry to a sweepstakes.
