What is a Typical Response Rate?
This entry was posted on 2/1/2007 3:53 PM and is filed under Direct Mail,Database Marketing.
According to the Direct Marketing Association's "The DMA 2004 Response Rate Report," if you want responses then use the telephone. But if you want to be cost effective
and have a limited budget, mail is your clear choice.
The DMA study calculated the following as
average response rates for each medium:
Mail, including direct mail and dimensional mail: 3.2%
Newspaper: 0.15%
Catalogs: 2.23%
Radio: 0.31%
Magazine: 0.30%
Direct Response Television: 0.14%
Email: 2.31%
Telephone, typically a follow-up to direct mail: 5.45%
The same study considered
Revenue-per-contact and
cost-per-contact from direct orders (medium/RPC/CPC):
Mail, flat: $11.36 / $0.56
Mail, dimensional: $14.16 / $0.91
DRTV: $0.02 / $0.03
Catalog: $1.48 / $0.69
Radio: $0.08 / $0.07
Magazine: $0.22 / $0.05
Newspaper: $0.45 / $0.91
Email: $1.60 / $0.10
Telephone: $45.37 / $2.50
Related sources:
http://www.expoweb.com/Trends/may20054262005124902PM.htmand
http://www.usps.com/dminfo
