The study, based on successive waves of phone interviews carried out between 1999 and 2004, shows that the average response for a direct mail campaign is 6.7% - with business-to-business mailings achieving a 6.2% response rate while the overall average for consumer campaigns is 7.1%.
DMIS managing director Jo Howard-Brown said: "The research shows that 74% of business mailers and 80% of consumer mailers are satisfied with the results of their campaigns, underlining just why Direct Mail continues to take a growing share of overall marketing budgets".
DMIS says while consumer mailings are on average four times larger than business-to-business, this does not necessarily dilute the quality of the targeting or the impact of the creative work.
by Tony Lithgow
Consumer direct mail campaigns top business drops
Consumer direct mail campaigns achieve higher response rates than business campaigns do, according to a nationwide survey conducted by the Direct Mail Information Service.
_1.jpg)
.jpg)
