John A. Greco, Jr., president & CEO, The DMA, says "Changes in the marketplace, coupled with database technology..., have led to a broadening of the overall multimedia usage and direct marketing techniques."
According to the report on 1,406 campaigns from 25 industries using 12 different media:
Media | $Rev/ Contact | Promo Cost/Contact | Avg Resp Rates | ROI Index |
Telephone | $45.37 | $2.50 | 5.78 | 18.2 |
$1.60 | $0.10 | 1.12 | 16.0 | |
Dimensional Mail | $14.16 | $0.91 | 2.30 | 15.3 |
Direct Mail | $11.36 | $0.56 | 1.88 | 14.9 |
Newspaper | $0.45 | $0.05 | 0.09 | 8.80 |
Coupons | $1.50 | $0.23 | 1.65 | 6.50 |
Catalog | $1.48 | $0.69 | 2.18 | 6.40 |
Inserts | $0.49 | $0.14 | 0.45 | 3.50 |
Magazine | $0.22 | $0.11 | 0.13 | 2.00 |
FSIs | $0.12 | $0.07 | 0.13 | 1.60 |
Radio | $0.08 | $0.07 | 0.10 | 1.20 |
DRTV | $0.02 | $0.03 | 0.04 | 0.70 |
- Telephone, dimensional mail, e-mail, and coupons provided the best response rate results for generating leads.
- Dimensional mail pulled the highest average response rate for store traffic, followed by telephone and catalog at about half as good.
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