Direct Mail Response
A lead generated when a consumer returns a direct-mail business reply card or calls an 800 number printed on mailed advertising.
Full Definition
A direct-mail response (DM) lead is generated when a consumer responds to a mailed piece — typically by returning a postage-paid business reply card (BRC), calling a printed 800 number, or scanning a QR code. DM leads dominate the Final Expense senior market and are a significant channel in Medicare and IUL. BRC returns are the gold standard for Final Expense: the consumer physically signed and mailed a card requesting information. DM leads typically cost $20–$45 per BRC return. Call-in responses to mailers are treated as inbound calls. DM leads are highly compliant under TCPA because the signed card doubles as express written consent. Response rates on Final Expense mailers typically run 0.5%–1.2% of a well-targeted list.
Example
A Final Expense agency runs 10,000 mailers targeted to age 60–80 non-smoker homeowners in three rural ZIP codes. 85 BRCs are returned (0.85% response). The agency works the 85 names with an average close rate of 22% at $525 FYC per policy.
Related Terms
- Final Expense Insurance — Small-face-amount ($5K–$40K) whole life insurance designed to cover funeral, burial, and end-of-life costs for consumers age 50–85.
- Aged Lead — A previously generated inquiry sold weeks or months after creation, priced at $0.25–$15 depending on age and vertical.
- Inbound Call — A lead format where the consumer calls a published number (typically from a TV, radio, or search ad) and is routed to the buying agent with zero wait.