Response Rate Trends Report

The latest "Response Rate Trends Report" released by the Direct Marketing Association (DMA) in the US includes data from more than 1,600 campaigns covering 19 different business sectors.

The results indicate that some US Direct Marketers are surviving on some very low response rates.
Six media channels are explored:

  • Direct mail
  • Catalogues
  • Email
  • Inserts
  • Outbound telephone
  • Newspapers and magazines.

The report not only looks at the channels but also the types of lists used, e.g. house files vs. prospect files. While it covers US campaigns exclusively, the data can be used by Australian direct marketers for benchmarking.

Four direct marketing objectives are isolated and reported on separately:

  • Direct orders
  • Lead generation
  • Traffic building
  • Fundraising.

Among the findings contained in the latest report:

  • In financial services lead generation, email house files achieved an average response rate of 3.94%.
  • In traffic building, the majority of campaigns were in the B-to-C sector with direct mail achieving an average response of 5.46%

The report is very detailed and for best value needs to be studied carefully. The full report, "Response Rate Trends Report" released in October 2007 at the annual Direct Marketing Association's annual conference sells for $US 445.