Retailers achieve the best response rates from e-mail campaigns--1.8%--according to a report the Direct Marketing Association (DMA) released at the net.marketing conference in Miami on Tuesday.
Following retail, are travel marketers, with a 1.5% response rate, and financial services providers, with 1.1%.
Catalogs can expect 0.8% response from their customers, while publishing companies also get 0.8%. Computer and electronic marketers realize 0.4%.
Overall, the e-mail channel delivers about 1% response rate.
"Increasingly, e-mail marketing campaigns are complementing other traditional direct marketing channels," said DMA president H. Robert Wientzen in a statement.
The e-mail results are part of the DMA’s 2003 Response Rate Study: Direct and Interactive Marketing Campaign Metrics. Some 152 e-mail campaigns were studied.
