2015 MULTI-CHANNEL RESPONSE RATES
Marketers continue to embrace a multi-channel strategy to drive response. Just
35%
use one channel,
while
44%
use three or more. In these instances, the most popular channels tend to be:
DIRECT MAIL RESPONSE RATES OUTPERFORM DIGITAL CHANNELS.
Direct mail achieves a
3.7
%
response rate
with a house list
1.0
%
response rate
with a prospect list
All digital channels combined achieve a
0.62
%
response rate
VIRTUALLY EVERYONE WHO USES
SOCIAL MEDIA ADVERTISING ALSO USES
EMAIL, AND OVER HALF ALSO USE DIRECT
MAIL, ONLINE DISPLAY AND PAID SEARCH.
WHEN HOUSE LISTS ARE USED, EMAIL
HAS THE LOWEST COST-PER-ACQUISITION OF
THE MEDIA IN THIS STUDY, HOWEVER SUFFERS
FROM ONE OF THE LOWEST RESPONSE RATES.
RESPONSE RATE LEADER BOARD
ITSECURITY
ITSECURITY
ITSECURITY
ITSECURITY
ITSECURITY
5.0
%
Oversized envelopes
4.25
%
Postcards
4.0
%
Dimensional
3.9
%
Catalogs
3.5
%
Letter-sized
envelopes
Social media
has one of the lower
click-through rates among digital media
types at between
2.1
and
2.5
%
The most common purpose of social
media advertising for
40
%
is to
drive brand awareness
,
the highest of any medium in this study
for this purpose.
Source: Direct Marketing Association Response Rate Report 2015
3-4
%
lowest for lead
generation emails
sent to prospect lists
1-1.9
%
lowest for B-to-C,
B-to-B and lead gen emails
sent to prospect lists
17-18
%
highest for B-to-B
emails sent to
house lists
4-4.9
%
highest for email
campaigns to drive traffic
sent to house lists
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