Direct Mail Response Rates 'Dipping' says DMA Report
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.
DMA’s Response Rate Report was conducted through a survey that was emailed in April 2012. When the survey was closed, DMA had received 481 usable responses.
DMA’s 2012 Response Rate Trends Report is available for purchase through DMA’s online bookstore. The cost is $249 for DMA members and $499 for non-members.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.