E-mail has 1.12% advertisement response rate

19 november 2004, 21:09

According to the DMA Response, e-mail had the sixth highest response rate (at around 1.12%) behind telemarketing (5.78%), dimensional mail (2.3%), catalogs (2.18%), direct mail (1.88%), and coupons (1.12%). As far as the return on investment (the actual ROI which factors in the costs versus the response), e-mail came in second place (16 index points) only behind telemarketing (18.2 index points).


Marco Derksen
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