What response rate does fax DM get? How many replies 1,000 faxes bring, from a practical viewpoint
A typical response rate is 0.1–1%
First, the big picture. It is easiest to see in terms of how many replies come back from 1,000 faxes.
| Response rate | Responses per 1,000 | Rough assessment |
|---|---|---|
| Under 0.1% | Less than 1 | List or copy needs reviewing |
| 0.1–0.3% | 1–3 | Standard level |
| 0.3–1% | 3–10 | Good. You have a working formula |
| Over 1% | Over 10 | Product and list are well matched |
Note that what counts as a "response" differs from project to project. Is it the number of reply faxes, the number of phone calls, or the final number of orders? When comparing vendors' track records, always align the definitions.
Four factors that drive the response rate
| Factor | Impact | Practical tips |
|---|---|---|
| List accuracy | High | If the industry and size don't match, no copy, however good, will get a response |
| Copy | High | Complete on one page. The purpose should be clear from the top third alone. Always include a reply section |
| Offer | High | Something whose benefit to the reader is concrete, like "We'll send you a price list" or "free sample," rather than "request materials" |
| Sending time | Medium | Right after opening, your fax gets buried among others. Avoiding Monday mornings and Friday evenings is safest |
These four factors are multiplied, not added. If the list misses the mark, polishing the copy won't raise the response rate. When improving, always start by reviewing the list.
Is "3 replies from 1,000 faxes" a failure?
You can judge it not by the absolute response rate but by profitability.
| Item | Amount / count |
|---|---|
| Sending cost (1,000 × ¥10 / including list and copy) | ¥10,000 |
| Responses 0.3% | 3 |
| Of which orders: 1 | — |
| Gross profit per order | ¥50,000 |
| Return on cost | About 5x |
In other words, the bigger the gross profit per order, the more fax DM pays off even at a low response rate. Conversely, if you try to sell a product priced at a few thousand yen with 1,000 faxes, you will be in the red even at a 1% response rate. A low response rate does not mean failure; judge it by how much it cost to get one response. In the example above, that is about ¥3,300 per response.
Three typical patterns that lower the response rate
1. Sending to the same list again and again
The second and third sends get visibly fewer responses. You also keep using up the recipient's paper and ink, which leads to opt-out requests and complaints. Avoid repeated sends to the same recipients in a short period.
2. Making the copy two pages or more
It won't be read, and the sending cost doubles. If you have two pages' worth to say, that is a sign you haven't narrowed it down to one.
3. Ending with "see our website for details"
People holding a fax act on the spot or not at all. Making it a form they can fill in and fax back is more reliable than sending them to a website.
Indicators to check before the response rate
- Delivery rate (error rate) — faxes that didn't arrive because of wrong numbers, closed lines, the recipient running out of paper and so on. If errors exceed 10%, the problem is on the list side, and fixing the copy won't help.
- Number of opt-outs — if it is rising, your choice of recipients is off. Reflect opt-out requests in the list on the very day you receive them (explained in detail in our article on fax DM and the law).
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