Telemarketing Tops DMA Response Rate Study Again

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

App of the Week: CardsApp

App of the Week: CardsApp

The app lets users select loyalty cards on their phone or smartwatch to display QR codes at check out time.

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.