Call it a study in contrasts. Americans have signed up for the do-not-call List in droves, but people are still responding to the ring. A Direct Marketing Association response rate survey released yesterday put telephone marketing at the top of the chart for ROI, with a 5.78% average response rate. Dimensional mail ranked second, with a 2.30% average response; catalogs came in third, with 2.18%; direct mail next, with 1.88%; followed by coupons at 1.65% and e-mail at 1.12%. While it had the highest promo cost per contact ($2.50), the phone also had far and away the highest revenue per contact, $45.37. The next closest contenders were dimensional mail, with a $0.91 cost per contact and $14.16 revenue, and direct mail, with a $0.56 cost and $11.36 revenue. Telephone lead all media with the highest lead generation response rate of 5.53%, followed closely by dimensional mail at 5.28% and e-mail with 3.39%. Dimensional mail pulled the highest average response rate when it came to generating store traffic, with 10.04% response based on seven campaigns. Telephone followed, with 5.33%, then catalog at 4.49% and direct mail at 4.04%. The study contains data on how 1,406 campaigns from 25 industries used 12 different media, including mail, catalogs, e-mail, inserts/co-ops, FSIs, coupons, telemarketing, print, DRTV and radio.

Call it a study in contrasts. Americans have signed up for the do-not-call List in droves, but people are still responding to the ring. A Direct Marketing Association response rate survey released yesterday put telephone marketing at the top of the chart for ROI, with a 5.78% average response rate. Dimensional mail ranked second, with a 2.30% average response; catalogs came in third, with 2.18%; direct mail next, with 1.88%; followed by coupons at 1.65% and e-mail at 1.12%. While it had the highest promo cost per contact ($2.50), the phone also had far and away the highest revenue per contact, $45.37. The next closest contenders were dimensional mail, with a $0.91 cost per contact and $14.16 revenue, and direct mail, with a $0.56 cost and $11.36 revenue. Telephone lead all media with the highest lead generation response rate of 5.53%, followed closely by dimensional mail at 5.28% and e-mail with 3.39%. Dimensional mail pulled the highest average response rate when it came to generating store traffic, with 10.04% response based on seven campaigns. Telephone followed, with 5.33%, then catalog at 4.49% and direct mail at 4.04%. The study contains data on how 1,406 campaigns from 25 industries used 12 different media, including mail, catalogs, e-mail, inserts/co-ops, FSIs, coupons, telemarketing, print, DRTV and radio.

Call it a study in contrasts. Americans have signed up for the Do Not Call List in droves, but people are still responding to the ring.

A Direct Marketing Association response rate survey released yesterday put telephone marketing at the top of the chart for ROI, with a 5.78% average response rate.

Dimensional mail ranked second, with a 2.30% average response; catalogs came in third, with 2.18%; direct mail next, with 1.88%; followed by coupons at 1.65% and e-mail at 1.12%.

While it had the highest promo cost per contact ($2.50), the phone also had far and away the highest revenue per contact, $45.37. The next closest contenders were dimensional mail, with a $0.91 cost per contact and $14.16 revenue, and direct mail, with a $0.56 cost and $11.36 revenue.

Telephone lead all media with the highest lead generation response rate of 5.53%, followed closely by dimensional mail at 5.28% and e-mail with 3.39%.

Dimensional mail pulled the highest average response rate when it came to generating store traffic, with 10.04% response based on seven campaigns. Telephone followed, with 5.33%, then catalog at 4.49% and direct mail at 4.04%.

The study contains data on how 1,406 campaigns from 25 industries used 12 different media, including mail, catalogs, e-mail, inserts/co-ops, FSIs, coupons, telemarketing, print, DRTV and radio.