Spike Jones at Brains On Fire republished the latest response rate findings from the Direct Marketing Association:
Here’s a breakdown of what they found out about average response rates for 2005:
Direct Mail: 2.77%
Dimensional Mail: 3.67%
Postcards: 2.19%
Catalogs: 3.67%
E-mail: 2.48%
Telephone: 8.55%
Package Inserts: 1.74%
Statement Stuffers: Less than 1%
Coupons: 4.29%
Banner/Rich Media Ads: 3.52%
Search Engine Marketing: 1.07%
Newspaper – Space Advertising: 0.5%
Magazine – Space Advertising: 0.17%
DRTV: 8.14%
Radio: 0.31%
I love creating print ads. And you don’t exactly hear about print being dead, but look at those response rates. I guess a double truck in Rolling Stone really is a vanity placement.
