using a house list are seeing an average open rate of nearly 20%, a click-through rate of 6.64% and a conversation rate of 1.73%, according to a survey released in July by the Direct Marketing Association. Marketing e-mails are also bouncing back at a rate of 3.72% and seeing a unsubscribe rate of 0.77%.
Response rates for direct mail marketing pieces have also held steady, according to the organization, seeing rates of 3.42% for a house list and 1.38% for prospect lists.
Marketing Association also noted that outbound telemarketing to prospects had the highest response rate at 6.16%, and also the highest cost per order or lead at $309.25.
The group also noted that nearly 60% of direct mail campaigns in financial services aimed to produce a direct sale. The average response rate in this category was a comparatively low 2.66% for a house list and 1.01% from a prospect list.
Also, response rates for business-to-business campaigns
were generally higher than business-to-consumer campaigns, and that Internet tactics were used less often for direct sales than traditional sources.
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