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During the last part of 2009, US households received 398.5 million credit card offers, a 46% increase from the 272.5 million offers received during third quarter of 2009. However, volumes are still fairly low when compared to 668.1 million offers mailed during the same time in 2008. |
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In 2009, marketers are estimated to have spent about $149 billion on direct marketing, which accounts for 54.3% of all ad expenditures in the country, according to the Direct Marketing Association. |
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Measured against total U.S. sales, these advertising expenditures will generate approximately $1.78 trillion in incremental sales. |
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The DMA also discovered that rates for direct mail marketing pieces have held steady, with response rates of 3.42 per cent for a house list and 1.38 per cent for prospect lists. |
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Research conducted by the Direct Marketing Association and ITV revealed that a multichannel approach to marketing increases response rates by as much as 143 per cent. |
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Response rates for Direct Mail have held steady over the past four years. Letter-sized envelopes, for instance, had a response rate this year of 3.42 percent for a house list and 1.38 percent for a prospect list. |
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Outbound telemarketing to prospects had the highest cost per order or lead of $309.25, but it also had the highest response rate from prospects of 6.16 percent. The highest response rate for a house list was also telephone, at 10.41 percent. |
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Nearly 60 percent of direct mail campaigns in financial services aimed to produce a direct sale. The average response rate was a comparatively low 2.66 percent to a house list and 1.01percent to a prospect list. |
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On paper, the past 12 months, while turbulent, were not as bad as many expected. According to Media’s marketers’ poll, now in its eighth year, 91 per cent of businesses were able to maintain their minimum required level of performance, while 43 per cent posted stronger results than expected for the year. |
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Yet while almost a quarter plan to decrease marketing spend, over 42 per cent indicate they will increase their overall budget. |
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