Live From DMA07: E-mail Pulls Top Response for Lead Gen
(PromoXTRA) Marketers who want to generate leads should turn to e-mail.
E-mail produced the highest response rates (4.09%) for those companies whose primary objective was to generate leads, according to the Direct Marketing Association’s 2007 Response Rate Trends Report.
The report also found that direct order and fundraising pieces produced the highest response rate in the direct mail category. Catalog marketers with a primary goal of soliciting direct-order sales achieved a 2.24% response and those seeking a contribution pulled 2.15%
Direct mail was also found to be the top medium for traffic building generating a 5.35% response.
The report includes data for more than 1,600 campaigns received sine 2004. Six media channels were reviewed: direct mail (flat), catalog, e-mail, inserts, outbound telephone and newspaper/magazine. The study also provides information for 19 major professional categories. It can be ordered through the DMA’s bookstore at www.the-dma.org/bookstore.
