Calling BS On Marketing Channel Performance Studies

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The Direct Marketing Association released the results of a study which found: The response rate for direct mail to an existing customer averages 3.4%, compared to 0.12% for email. Looking at response rates across a variety of channels for existing customers, oversized mail (3.95%), postcards (2.47%), and catalog (4.26%) all show strong results, though they are all dwarfed by telephone’s 12.95% response rate. Prospect response rates for these channels also outpace digital channels. Telephone (8.21%) once again ranks highest, ahead of oversized mail (1.44%), letter-sized direct mail (1.28%), postcard (1.12%) and catalog (0.94%).

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