Direct Marketing Response

Posted by Kevin on Oct 20th, 2006 | 0 comments home title

Telephone and e-mail produced the highest response rates — 2.60% and 2.45%, respectively — among direct marketing media channels in terms of generating leads, according to the Direct Marketing Association’s “2006 Response Rate Trends Report.” The report covers seven media, 19 industry categories, and 30 products and services. The study reviewed the results of more than 1,500 campaigns over a three year span (2004-2006). Among the reports other findings, marketing campaigns focused on current customers outperformed prospecting campaigns.