I’m not sure that simply inquiring about ‘averages’ is helpful.
I sift through a raw list of “prospects” of about a quarter million, and reduce that to a list of approximately 5,000.
My response rate fluctuates somewhere above 5 percent, depending on the time of the year, and how well I continue to sift my list …as ‘good’ prospects morph into ‘less good ones’ over time.
For example, my response rates on expired listings, depend greatly on “how” long the listing has been expired, and/or if the house has been re-listed, or not.
I think a .001% response rate tells me that the list is poorly sifted, and includes a boatload of trash.
However, let’s just pretend we’re gonna send a postcard to all the cigar smokers in our county.
First, we have to have a compelling offer.
Next we sift a mailing list that excludes…
Marlborough Thin smokers (They hate cigar smokers)
Supporters of American Lung Association
Next we sift in…
Those who subscribe to Cigar Aficionado Magazine
Lesbians (they love cigars)
Next, we continue sifting the list, and split-testing our ad copy, until we die, in order to generate the most responses and subsequent conversions.
Comparing response rates is really a non-starter, unless we’re talking about identical lists, identical sifting, and identical products.