Direct marketing is now a weapon of choice in numerous industries. The reason is simple: DM performs, according to a study on response rates released last month by the Direct Marketing Association.
The average response rate for the 1,122 industry-specific campaigns that the DMA studied was 2.61%.
Within sectors, nonprofit fundraisers enjoy the most success with direct response, getting rates of 5.35%. Close behind are retail stores (with 3.36%) and establishments selling services to businesses (3.34%).
Manufacturing delivers 3.17%; personal and repair services 3.07%; and travel 2.98%. The two sectors at the bottom of the list
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