Live from Retail Receives Highest E-mail Response

(Direct Newsline) Retailers achieve the best response rates from e-mail campaigns–1.8%–according to a report the Direct Marketing Association released at the conference in Miami on Tuesday.

Following retail are travel marketers, with a 1.5% response rate, and financial services providers, with 1.1%.

Catalogs can expect 0.8% response from their customers, while publishing companies also get 0.8%. Computer and electronic marketers realize 0.4%.

Overall, the e-mail channel delivers about a 1.0% response rate.

The e-mail results are part of the DMA’s 2003 Response Rate Study: Direct and Interactive Marketing Campaign Metrics, wihich reviewed 152 e-mail campaigns.

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