BtoB Magazine points out some interesting findings in the DMA 2006 Response Rate Trends Report which includes data for more than 1,500 campaigns received in 2004, 2005 and 2006.
The DMA report found that the phone and e-mail produced the highest response rates respectively—among direct marketing media channels in terms of generating leads. In fact, the phone has been number one during the past four years according to this report.
The report also found that e-mail continues to have a high response rate too. This is good news if you are using e-mail and the phone in combination (using e-mail along with the phone is critical in the lead nurturing process too).
BtoBonline:E-mail, telemarketing garner highest direct marketing response rates