Consumer direct mail campaigns in the U.K. achieve higher response rates than business campaigns do, according to a nationwide survey conducted by the Direct Mail Information Service.
The study, based on successive waves of phone interviews carried out between 1999 and 2004, showed that the average response for a direct mail campaign is 6.7% — with business-to-business mailings achieving a 6.2% response rate while the overall average for consumer campaigns is 7.1%., according to news reports.
“The research shows that 74% of business mailers and 80% of consumer mailers are satisfied with the results of their campaigns, underlining just why direct mail continues to take a growing share of overall marketing budgets,” said DMIS managing director Jo Howard-Brown in a statement.
She noted that while consumer mailings are on average four times larger than business-to-business, this does not necessarily dilute the quality of the targeting or the impact of the creative work.
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