DMA Fact Book: Direct Mail Still the King

NEW YORK — Direct mail (excluding catalogs) is still the No. 1 direct marketing method used by marketers.

This was a key finding from the Direct Marketing Association’s 2006 Statistical Fact Book, released this week. The announcement was made at the 2006 DM Days New York Conference & Expo here.

The fact book provides access to direct marketing data needed to make informed decisions and media choices. More than 200 pages and 500 tables of DM benchmarks are presented in 19 chapters covering everything from direct mail to telemarketing, print and production, television and home shopping and interactive media.

The book is compiled by the DMA’s research department. Other findings:

· Internet advertising in 2005 surpassed $12.5 billion, up more than 30 percent from last year.

· 63 percent of consumers shop from catalogs, on the Internet, via phone or by mail because it is more convenient.

· Respondents were almost evenly split on their reasons for using direct marketing, with 52 percent using it for customer acquisition and 47 percent for customer retention.

· Response rates to house lists are higher than to outside lists.

· The salary range for an advertising executive with one to three years’ experience in 2005 was $38,400 to $46,600. For a copywriter with the same experience, the range was $52,000 to $61,300.

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