According to the Direct Marketing Association (DMA) 2005 Response Rate Report,
Media Response rates
Telephone 5.78 percent
Dimensional mail 2.3 percent
Catalogue 2.18 percent.
?Direct Order: According to the 2005 report, telephone marketing
received the highest ROI index (18.2) for marketers driving
direct-order purchases. It followed by e-mail (16.0), dimensional
mail (15.3), and direct mail (14.9).
In terms of response rates, telephone is also the leader (5.78
percent) as it was last year at 5.73 percent. This year, dimensional
mail response rates ranked second, followed by catalog at 2.18
percent. Telephone marketing and dimensional mail pulled higher
response rates than most other direct response media ? 5.78 percent
and 2.3 percent, respectively.
Lead Generation: Telephone, dimensional mail, e-mail, and coupons
provided the best response rate results for generating leads.
Telephone leads all media with the highest response rate of 5.53
percent. Dimensional mail was close behind at 5.28 percent, and
e-mail produced an average response rate of 3.39 percent.
Store Traffic: Dimensional mail pulled the highest average response
rate (10.04%) based on seven campaigns. Telephone followed (5.33
percent), as did catalog (4.49 percent) and direct mail (4.04
percent).?
DMA
http://www.the-dma.org/cgi/dispannouncements?article=383
From the DMA 2005 Response Rate Report Executive Summary:
?The media with the highest average response rates this year are
telephone (8.55%) and short-form DRTV (8.14%). Given the small number
of reported cases of short-form DRTV, however, we should take this
response rate as directional only. Coupons (4.29%) and co-op/shared
mail (3.94%) follow in response rate ranking, with dimensional mail
and catalog tied for next place at 3.67%. The media with the poorest
overall response rate performance are magazine space advertising
(0.17%), statement stuffers (0.21%), newspaper space advertising
(0.50%), and magazine blow-ins (0.63%). These results are generally
similar to 2004, except that dimensional mail has fallen, from 5.49%
last year, and catalog has moved up, from 2.23% last year. Telephone,
while still a leader, moved dramatically, from 5.45% last year to
8.55% in 2005. And DRTV, which we broke into two categories for the
first time this year, performed at only 0.14% last year.?
See page 11 for additional figures by media
Download here:
http://www.the-dma.org/research/executive_2005responserate.pdf
===========================
According to The DMA's Response Rate Study
Media Response Rates (%)
E-Mail 0.99
DRTV 0.27
Inserts 1.46
Direct Mail 1.61
Dimensional Mail 3.46
Radio 0.38
Catalog 2.32
Telephone 5.73
Coupons 2.78
Newspaper 0.14
FSIs 0.09
Magazine 0.13
Direct Marketing Association
2003 Response Rate Study
http://www.the-dma.org/cgi/disppressrelease?article=518++++++
===========================
?A recent study in the UK by CACI found that "Door Drops" generated
the highest purchasing results when compared to Direct Mail, Phone,
and Email. (10.8% Unaddressed, 8.9% Direct Mail, 8.3% Email, 3.5%
Phone - for single purchases). Even for repeat purchases it was level
at 12.9% with Email.?
Answers.com
http://www.answers.com/topic/direct-marketing
===========================
?Response rates for direct mail used to acquire subscriptions declined
significantly during the recession. The demise of American Family
Publishers, and reduced volume from Publishers Clearing House, also
adversely affected response rates. Response from agents fell 60%
during 2002.
But recently, rates have improved, according to the CircTrack Consumer
Survey 2003 from Capell & Associates in Washington.
Direct mail renewals improved for 40% of the publishers polled, the
best performance since 1998. The average response rate for magazines
was 3.5% and the conversion rate to paid orders was 2.3% Response for
semi-monthly titles was an average 6% with a 2.5% conversion rate.
Monthly magazines pulled a 3.2% response and a 2% conversion rate.
E-mail is now used by 37% of publishers for renewals. Sixty-five
percent include telemarketing as part of the subscription renewal
process. About 45% of publishers use either premiums or sweepstakes to
lift response rates. Revenue for house list rentals are suffering.
They declined for almost half the publishers surveyed -- the worst
performance in six years.?
Special Report: Publishing
Jul 26, 2005 http://www.directmag.com/exclusive/specialreports/2004_january_28_direct_listline/
===========================
Direct Marketing Association's 2004 response rate study reported that
B-to-B insert campaigns pull an average response rate of .34%
http://www.directmag.com/mag/marketing_whats_working/
===========================
?Average response rates for catalogers' house files run 4.9%, compared
to 5.9% two years ago, reflecting a 17% decline among companies
surveyed for Catalog Age's Benchmark Report on Marketing. For outside
lists the current response rate figure is 1.3%, compared to 1.4% in
2003.
Catalog customer response lists rank as the best performing overall
with a 4.2% response rate, according to the DMA's figures. The next
highest, 1.7%, is for e-mail lists, followed by 1.5% for cooperative
databases, 1.4% for subscription lists and 1.2% for compiled files.?
Special Report: Catalog Marketing
Jul 26, 2005 http://www.directmag.com/exclusive/specialreports/2005_05_20_especial_report/
===========================
?Analysis shows that consumer Direct Mail campaigns continue to
achieve higher response rates than business campaigns. Although
consumer mailings are on average four times larger than business to
business, this does not necessarily dilute the quality of the
targeting or the impact of the creative work.
The average response rate for a Direct Mail campaign is 6.7%. The
average response for business to business mailings stands at 6.2%
while the overall average for consumer campaigns is 7.1%.?
4/15/2005
http://etools.pminet.com/newswatch/blg/article_1.asp?id_art=72
===========================
According to The DMA 2004 Response Rate Report, for show marketers,
the highest response rates come via outbound telephone marketing.
?Telemarketing garnered a 7.18 percent response for show marketers.
The second highest response rate came from direct mail to house files
(1.23 percent, as opposed to prospecting lists), followed by e-mail to
prospects (.85 percent).
Telemarketing held the top spot for direct marketers across all
industries, generating a response rate of 5.78 percent overall among
?direct order? campaigns, meaning those intended to drive an immediate
result, such as a purchase or registration. In second place was the
2.3 percent reported for dimensional mail, which includes
three-dimensional mailings, videotapes, audiotapes, diskettes and
promotional items. A close third was catalog mailings, at 2.18
percent. Direct mail averaged 1.88 percent, coming in fourth across
all industries.?
(?)
?B-to-B marketers in the direct order category reported an overall
response rate of 1.75 percent, compared with the B-to-B lead
generation rate of 3.4 percent?
Response rates by medium for all industries (direct order)
Media Average
Telephone 5.78%
Dimensional mail 2.30%
Catalog 2.18%
Direct mail 1.88%
Coupons 1.65%
E-mail 1.12%
Inserts 0.45%
Trends in response rates across all industries
Media 2004
Direct mail 1.88%
E-mail 1.12%
Telephone 5.78%
Additional charts are available at the link below.
Expoweb: May 2005
http://www.expoweb.com/Benchmarks_Research/may20054262005124902PM.htm
Search terms:
Response rates +DMA
Average response rates percent media
"response rates" study direct mail catalogues email
I hope the information provided is helpful!
Best regards,
Bobbie7 |
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