DMA 2012 Response Rate Report

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The DMA Response Rate Report details specific response rates for direct mail, email, and more.

“Even though direct mail is less effective in driving response than it was a decade ago, it still is among the best media for generating overall response,” says Wurmser. “This points to its likely continued role as an important medium in the marketing mix, even as the cost effectiveness of digital channels suggests that they will continue to gain budget share.”
Other important findings include:
  • Transactional data show that only six percent of the actions following an online display advertisement occur immediately following a click, which indicates that click-through rate greatly underestimates the impact of online display.
  • Transactional data show that financial services emails had open rates above 30 percent, which ranked the highest among industries. Retail (Apparel) had open rates averaging 14.7 percent, which narrowly was lower than Publishing & Media (14.9 percent). In contrast, data showed Publishing & Media as having the highest action rates per impression (0.013 percent).
  • For emails, the highest click rate to open rate is for CPG (46.5 percent).
  • Cost per order or lead for acquisition campaigns were roughly equivalent for direct mail ($51.40), post card ($54.10), email ($55.24), and paid search ($52.58).
  • Email had the highest ROI (28.5), compared with 7.00 for direct mail.
  • Email performance went up slightly from the 2010 Edition of the Response Rate Report.
  • The highest response rates—nearly 13 percent to a house list—was produced by telephone marketing. Telephone marketing also had the highest costs: nearly $78 per order or lead for a house list, and $190 for a prospect list.
  • Costs were generally higher for B-to-B campaigns than for B-to-C campaigns."
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