E-mail, telemarketing garner highest direct marketing response rates

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San Francisco—Telephone and e-mail produced the highest response rates—2.60% and 2.45%, respectively—among direct marketing media channels in terms of generating leads, according to the Direct Marketing Association’s “2006 Response Rate Trends Report.” The report covers seven media, 19 industry categories and 30 products and services. Among its other findings, house-file marketing campaigns outperformed prospecting campaigns.

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