Direct Mail Hanging In
The Direct Marketing Association notes in its recently released 2012 Response Rate Report that direct mail response rates have dropped nearly 25% over the past nine years. Even so, direct mail pulls a better overall response than digital channels.
The report also says that:
- Cost per order or lead for acquisition campaigns were roughly equivalent for direct mail ($51.40), post card ($54.10), email ($55.24), and paid search ($52.58).
- Email had the highest ROI (28.5), compared with 7.00 for direct mail.
- The highest response rates—nearly 13 percent to a house list—was produced by telephone marketing. Telephone marketing also had the highest costs: nearly $78 per order or lead for a house list, and $190 for a prospect list.
For the 53% of Agitator readers who have been in the fundraising biz less than ten years, yes, telemarketing lives!
This article was posted in: direct mail, direct marketing, Don't Miss these Posts, email marketing, fundraising, marketing metrics, nonprofit management, online fundraising, research, telemarketing.
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