Wednesday, November 10, 2004

Telemarketing Outperforms Email Marketing

Here are the stats from the Direct Marketing Association. But my question is, what type of people actually listen to telemarketers and purchase? If I've opted into an email subscription I'm willing to possibly purchase something from them but not from an unwanted phone call. Additionally, telemarketing is way more work than email marketing. I'll stick with digital mediums and you can have your telephony, thank you very much. via MediaPost

Telephone Marketing Pulls the Best, Pays Off the Best
The 2004 Response Rate Report, recently released by the Direct Marketing Association, concludes that telephone marketing has the highest ROI index, with 18.2, for marketers driving direct-order purchases. It is followed by e-mail, dimensional mail, and direct mail. In terms of response rates, telephone is the leader this year as it was last year at 5.73 percent.

John A. Greco, Jr., president & CEO, The DMA, says "Changes in the marketplace, coupled with database technology..., have led to a broadening of the overall multimedia usage and direct marketing techniques."

According to the report on 1,406 campaigns from 25 industries using 12 different media:

Media	$Rev/ Contact	Promo Cost/Contact	Avg Resp Rates	ROI Index
Telephone	$45.37	$2.50	5.78	18.2
E-Mail	$1.60	$0.10	1.12	16.0
Dimensional Mail	$14.16	$0.91	2.30	15.3
Direct Mail	$11.36	$0.56	1.88	14.9
Newspaper	$0.45	$0.05	0.09	8.80
Coupons	$1.50	$0.23	1.65	6.50
Catalog	$1.48	$0.69	2.18	6.40
Inserts	$0.49	$0.14	0.45	3.50
Magazine	$0.22	$0.11	0.13	2.00
FSIs	$0.12	$0.07	0.13	1.60
Radio	$0.08	$0.07	0.10	1.20
DRTV	$0.02	$0.03	0.04	0.70

Posted By Jason Dowdell at 10:21 AM
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