Article Reprint

b2b business to business direct mail marketing system is lowest cost highest return unique advertisement to generate new customers for business

Article Reprint

Telephone Marketing Pulls the Best, Pays Off the Best

A 2004 Response Rate Report, recently released by the Direct Marketing Association, concludes that telephone marketing has the highest ROI index, with 18.2, for marketers driving direct-order purchases. It is followed by e-mail, dimensional mail and direct mail. In terms of response rates, telephone is the leader this year as it was last year at 5.73 percent.

John A Greco, Jr., President and 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:

	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.

Media $Rev/Contact Promo Cost/Contact Avg Resp Rates ROI Index

Telephone $45.37 $2.50 5.78 18.2

E-mail $ 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

PSIs $ 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

Source: Direct Marketing Association, 2004

Article reprinted from January 2005 issue of "Souvenirs, Gifts & Novelties" Magazine, page 146

Payment Options | About B2B Direct | Glossary | Sign Up Bonus

B2B Direct Mail Marketing Co. P O Box 577, Buchanan, VA 24066
(888)825-8740, Fax: (928)569-0763