12th June 2010
Telemarketing has been found to achieve the highest response rate among clients and prospects.
The DMA also discovered that rates for direct mail marketing pieces have held steady, with response rates of 3.42 per cent for a house list and 1.38 per cent for prospect lists.
Meanwhile, email marketing was reported to be producing an average open rate of nearly 20 per cent and a click-through rate of 6.64 per cent.
Yuri Wurmser, research manager at the DMA, commented: "Traditional channels are holding their own in terms of response, but it is a multichannel market out there where everyone is using a lot of different channels."