New York—The Direct Marketing Association’s third annual report on direct marketing response rates, released Tuesday, showed that telephone, dimensional mail, e-mail and coupons had the best response rates for generating leads.
Telephone led with a 5.53% response rate. Dimensional mail had a 5.28% response rate, and e-mail, 3.39%.
Telephone marketing led response rates for direct-order purchases at 5.78%, up slightly from 5.73% in 2004. Dimensional mail response rates ranked second at 2.3%, while catalog response rates came in third at 2.18%.
The research is based on data from 570 campaigns in 21 industries spanning 19 distinct direct response media channels, including direct mail, e-mail, search marketing and outbound telemarketing.