Marketers that want to generate leads should turn to e-mail.
E-mail produced the highest response rates (4.09%) for 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 across 19 categories. It can be ordered through the DMA’s bookstore at http://www.the-dma.org/bookstore.
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