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DMA study finds 1% e-mail response rate

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Miami--A new Direct Marketing Association study of 152 e-mail campaigns found an overall response rate of just over 1%.

DMA President-CEO H. Robert Wientzen released preliminary results of the "2003 Response Rate Study: Direct & Interactive Marketing Campaign Metrics" study Tuesday at the association's net.marketing conference in Miami. The full report will be released in June.

The study found the industries with the highest response rates were: retail (1.8%), travel (1.5%), financial products/services (1.1%), catalog (0.8%), publishing (0.8%) and computer/electronic products (0.4%).

"While this study shows clearly that e-mail marketing is a powerful business tool, there's a dark side, and that is spam, which has exploded in the past year," Wientzen said.

Noting that 28 states have enacted anti-spam laws, Wientzen said the DMA wants a national spam policy "and not a crazy quilt of spam laws across the country." The DMA supports a bipartisan Senate bill that calls for: honest subject lines, accurate header information, a physical street address and an effective opt-out mechanism.

--John Obrecht

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