Email Highest ROI
According to the Direct Marketing Association’s 2012 Response Rate Report, email is more cost-effective than direct mail or telemarketing. ROI for email was $28.50 in sales generated for every $1 of spending, compared to $7 in sales for every $1 of direct mail spend.Other findings of the report:
- For emails, the highest click rate to open rate is for CPG (46.5%).
- Email performance went up slightly from the 2010 Response Rate Report.
- Costs were generally higher for B-to-B campaigns than for B-to-C campaigns.
About: The DMA report is based on a survey conducted in April 2012 with 481 usable responses resulting. The survey data is supplemented by transactional data, which adds aggregated data on more than 29 billion emails and more than 2 billion online display ads respectively.
