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Study finds telemarketing tops for lead generation, direct orders

Published on .

Oct. 19 New York—The Direct Marketing Association’s third annual report on direct marketing response rates 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.

—Carol Krol

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