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:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.