DMA Releases 2012 Response Rate Report
The Direct Marketing Association (DMA) released the 2012 Response Rate Report, which provides key cost and performance benchmarks to help marketers gauge the relative efficiency of their own campaigns.
In a first for this edition, DMA compares direct mail response rates over time. The time series reveals that direct mail response rates have dropped nearly 25 percent over the past nine years. Even so, mail campaigns draw a better overall response than digital channels.
- Companies:
- Epsilon
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