Respond Dammit

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.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.