The Direct Marketing Association (DMA) released the 2012 Response Rate Report, which provides key cost and performance benchmarks to help marketers gauge the relative efficiency of their own campaigns.
In a first for this edition, DMA compares direct mail response rates over time. The time series reveals that direct mail response rates have dropped nearly 25 percent over the past nine years. Even so, mail campaigns draw a better overall response than digital channels.
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DMA Releases 2010 Response Rate Trend Report
June 16, 2010
Yesterday, the Direct Marketing Association (DMA) today released the 2010 Response Rate Trend Report, which provides key cost and performance benchmarks to help marketers gauge the efficiency of their campaigns. The updated report shows effective paid search campaigns usually lead to a multi-step sales process.
Print Production Spotlight: Defining Print’s Role in Modern Direct Marketing
April 27, 2011
From Today @ Target Marketing
An Internet information company seeking to boost response rates and drive traffic to its website was reluctant to use direct mail. After the campaign generated so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used—even for the coveted new-media generation of 18- to 35-year-olds. The moral: "Sometimes you find a role for print in the areas you least expect it."