Telemarketing Tops DMA Response Rate Study Again

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NEW ORLEANS -- Telemarketing was No. 1 in terms of average response rates and return on investment, according to a study released yesterday by the DMA.


The "2004 Response Rate Report" contains data on 1,406 campaigns from 25 industries and 12 direct response media -- direct mail, dimensional mail, catalogs, e-mail, inserts/co-op mailings, free-standing inserts, coupons, outbound telemarketing, newspapers, magazines, direct response radio and direct response television.


For the second year in a row, telemarketing had the best response rates, with the average at 5.78 percent. Dimensional mail, catalog and direct mail were the next highest, at 2.3 percent, 2.18 percent and 1.88 percent, respectively.


The rest of the media:


• Coupons, 1.65 percent.


• E-mail, 1.12 percent.


• Inserts, 0.45 percent.


• Magazine, 0.13 percent.


• FSI, 0.13 percent.


• Radio, 0.10 percent.


• Newspaper, 0.09 percent.


• DRTV, 0.04 percent.


In terms of return on investment, telemarketing also came out ahead with an index score of 18.2. E-mail, dimensional mail and direct mail followed with indices of 16, 15.3 and 14.9.


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