DMA Releases 2009 Response Rate Report
March 10, 2009 — The Direct Marketing Association (DMA) today released the 2009 Response Rate Report.
This report provides key budgeting and performance benchmarks to help marketers develop comprehensive, results oriented campaigns, as well as improve their overall performance.
DMA initially created this report to best answer the question: “What is the typical response rate for a direct marketing campaign in my profession, and what channels will yield the best response?” Revamped to reflect today’s rapidly changing landscape, the 2009 Response Rate Report lets marketers compare their own performance with a plethora of data including success metrics for six media — Direct Mail, Catalog, Inserts, Telephone, Email, and for the first time ever Paid Search — broken down for direct order and lead generation campaign objectives; thirteen different segments; and three market types — Consumer, B-to-B, and both.
Also new this year, the 2009 Response Rate Report looks at the direct marketing budget allocations by channel and changes in budgets, as well as attitudes toward new media including SMS, Social networking, podcasts, blogs, RSS feeds, wikis, online video, user-generated content, and virtual worlds.
“This new report includes important information for the success of today’s multichannel marketer including SMS, mobile, and search,” said Michelle Tiletnick, DMA research manager. “Paying special attention to the fact that email has such an impressive ROI, we have further broken it out by open rates, click-through rates, conversion rates, and bounce-back rates. This report is a must-have reference for companies looking to be responsible with their marketing budgets, as it provides a dependable and robust response rate benchmark for a wide range of professions and campaign types.”
DMA partnered with GráficaGroup on this project. GráficaGroup is an award-winning, full-service, direct response marketing firm that enables businesses to more effectively engage customers and prospects at each touch point throughout the purchase cycle. The agency specializes in integrating both online and traditional media channels to achieve greater marketing efficiencies, as well as enabling marketing campaigns to be continually measured and optimized.
Some findings from this year’s report:
· Paid Search is less than 10 percent of overall marketing budgets (8.2 percent) but combined with organic Search Engine Optimization, Search is nearly a third of marketers’ online budgets.
· Outbound telemarketing had the highest rate of all media (4.4 percent for house lists and 2.9 percent for prospect lists).
· Thirty-five percent of marketing budgets are allocated to direct mail, although this number will likely shrink slightly in the coming years as digital media take an increasing share of marketing spending.
· Response rates were higher than in previous years, perhaps as a result of better list management and more sophisticated targeting.
· The Catalog and Retail segment outperforms other industries in direct mail response rates.
DMA’s Response Rate Report was conducted through a survey that was emailed in December 2008. When the survey was closed, 1,175 responses were received. Although the report surveyed twenty-four major industries, only thirteen are covered in-depth in this report.
DMA’s 2009 Response Rate Trends Report is available for purchase through DMA’s online bookstore. The cost is $260 for DMA members and $470 for non-members. To purchase, please click here.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.
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