Nearly 90% of respondents said they track response rates for online catalog buyers separately from offline catalog buyers, compared with around 60% in 2005 and 2006.
The DMA conducted the survey in April and May through an e-mail invitation sent to multichannel companies, including catalog, retail and Internet merchants. A total of 106 respondents were included for tabulation.
The report is available for download from the online bookstore at www.the-dma.org. The cost is $245 for DMA members, $445 for nonmembers.