A Response Rate Trends Report released Tuesday by the Direct Marketing Association found that catalogs and direct mail typically produce 2.3% and 2.18% response rates, respectively.
According to the report telemarketing and e-mail produce the highest response for lead generation. Traffic building response generally runs 10.3% for catalogs and 7.83% for telemarketing.
Other findings indicate that catalogs typically perform better for order generation and fundraising in consumer markets than business-to-business markets.
The report analyzed more than 1,500 campaigns from 2004 through this year.
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