Conversion rate refers to the percentage of recipients who take a desired action in response to a direct mail campaign. This action typically involves completing a specific goal, such as making a purchase, signing up for a service, or filling out a form. The conversion rate is calculated by dividing the number of individuals who successfully complete the desired action by the total number of recipients who received the direct mail. 

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A higher conversion rate indicates a more successful and effective direct mail campaign, as it signifies that a larger proportion of recipients have been persuaded to take the intended action. Conversion rate analysis helps marketers gauge the performance and impact of their direct mail efforts, enabling them to fine-tune strategies, refine targeting, and optimize content to enhance overall campaign success. 

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74% of marketers say direct mail delivers the highest conversion, response, and ROI of any channel they use. 

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See: Response rate