STATISTICS
WHAT
SORT OF RESPONSE RATES CAN I EXPECT FROM MY MARKETING CAMPAIGN?
This is hard to tell you, as your campaign is completely different from
anybody else's.
It depends on the offer, timing, etc etc. You really need to do an initial campaign, then any follow up campaigns so you have something to benchmark against.
Also
you need to compare with your other campaigns like print, TV and radio.
How did they compare with your direct marketing efforts? Was the response
more or less? Was the conversion better than TV? Did it cost more per
head to acquire a new lead or customer?
But it's always interesting to see what the industry averages are so at
least you know you're not way off the mark! Or even better, way off the
chart!
Industry averages are:
- Direct Mail: 0.5-2% response
- Telemarketing: 1-2% response
- Fax: 1-2% response
- Email
- Overall unique open rates 25.16%
- Overall clickthrough rate 5.46%
- *Clickthrough rate on open 21.72%
Email stats courtesy of www.vision6.com.au . They have an excellent report on Australian email statistics.
*this means actual people who opened your email and then clicked through to your website. Very important statistic as a low CTR on open means your creative needs work or you sent to the wrong audience.
OTHER INTERESTING BITS N PIECES
- The Australian
Direct Marketing Association's Consumer Insights study found that
young adults (18-29 yrs) are happy to receive direct communications
from companies, especially those they already deal with. They are considerably
more comfortable with SMS and email contact, and are at least twice as likely as the older
generation to consider a direct marketing approach to be an extension
of customer service, and three times more likely to consider a phone
call about a special deal to be customer service.
Young adults are also more likely to respond to communication from companies overall, especially via phone and email, and are five times more likely to purchase products and services online. They're twice as likely to provide personal information in return for a special offer and are two and half times more likely to respond to emails from companies they don’t know. They are the most receptive to receiving communications from a company that has a good reputation, or when the offer is tailored to them. EContact News
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