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Ranking Media for Direct Marketing Response Rates By Campaign Objective |
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Overall Response |
Direct Order |
Lead Generation |
Traffic Building |
Fundraising |
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(Ranking From Most Effective <Top of Column> to Least Effective <Bottom of Column>) |
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Telephone |
Telephone |
Telephone |
Catalog |
Telephone |
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TV Infomercials* |
Co-op/Shared Mail |
TV Infomercials* |
Telephone |
Direct Mail |
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Coupons |
Coupons |
Dimensional Mail |
Radio |
Dimensional Mail |
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Co-op/Shared Mail |
Catalogs |
Banner Advertising |
Postcards |
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Dimensional Mail |
Banner Ads |
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Catalog |
Magazine Blow-ins |
Magazine Space Ads |
Dimensional Mail |
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Magazine Blow-ins |
Statement Stuffers |
Statement Stuffers |
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Newspaper Space Ads |
Magazine Space Ads |
Radio |
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Statement Stuffers |
TV Infomercials* |
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Magazine Space Ads |
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* Size of Sampling too small statistically to draw conclusions |
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Comparing Telephone with Email - Telephone Response Rates Exceeded Email Rates as follows: |
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Overall Response |
Direct Order |
Lead Generation |
Traffic Building |
Fundraising |
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304% |
277% |
252% |
194% |
736% |
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Source: October, 2005 by The Direct Marketing Association, Inc. ISBN: 1-931361-61-4 |
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