The information below is a selection of data, statistics and trends, largely from the Direct Marketing Association (www.the-dma.org).
2005 Direct Marketing Volume by Type:
Direct Mail: $49.8 billion for catalog and non-catalog combined or 31% of total Direct Marketing
Telephone Marketing: $47 billion or 29% of total Direct Marketing
“New” Marketing media (Internet marketing, commercial email, Insert Media): $13.8 billion or 8.6%
Return on Marketing Investment (ROMI)
$1 spent on Consumer Direct Marketing will yield $12.66 in sales
$1 spent on Business-to-Business Direct Marketing will yield $10.10 in sales
A dollar spent on direct marketing for retail purchase in 2005 is expected to have been about 45% more effective than a dollar spent to secure a direct order, and 45% more effective than a dollar spent to generate a qualified lead
Fund raising yields 40% of what a dollar yields in lead generation
Intended Purpose of Direct Marketing
Direct marketing continues to move steadily toward lead generation
Lead generation accounted for $77 billion of direct marketing advertising expenditures, while direct order accounts
for $65.3 billion
Lead generation makes the largest contribution to sales ($853.8 billion) followed by direct order ($743.7 billion)
Growth Trends
While all direct order expenditures are expected to grow by 5.3% per year through 2009, up from 2.3% during 1999-
2004, both fund raising and retail purchase spending should grow by 5.3% annually through 2009
Those sectors where Direct Marketing driven sales are growing fastest include industries investing most heavily in
IT-processes, the services, travel and pharmaceutical sectors; and sectors where nonprofit organizations are most
prominent
The largest volume of Direct Marketing-driven sales continue to be those industries that are the largest users of
direct marketing in general. Within the consumer market, these include financial institutions, motor vehicle manufacturers
and the leading retail sectors.
Overall Response Rates
Telephone: 8.55%
Short Form Direct Response TV: 8.14%
Coupons: 4.29%
Co-op/Shared mail: 3.94%
Dimensional Mail 3.67%
Catalog: 3.67%
Magazine advertising: 0.17%
Statement stuffers: 0.21%
Newspaper advertising: 0.50%
Magazine blow ins: 0.63%
Business to Business campaigns had a 3.25% response rate overall, whereas consumer campaigns posted a 2.78%
response rate
2005 Direct Marketing Volume by Type:
Direct Mail: $49.8 billion for catalog and non-catalog combined or 31% of total Direct Marketing
Telephone Marketing: $47 billion or 29% of total Direct Marketing
“New” Marketing media (Internet marketing, commercial email, Insert Media): $13.8 billion or 8.6%
Return on Marketing Investment (ROMI)
$1 spent on Consumer Direct Marketing will yield $12.66 in sales
$1 spent on Business-to-Business Direct Marketing will yield $10.10 in sales
A dollar spent on direct marketing for retail purchase in 2005 is expected to have been about 45% more effective than a dollar spent to secure a direct order, and 45% more effective than a dollar spent to generate a qualified lead
Fund raising yields 40% of what a dollar yields in lead generation
Intended Purpose of Direct Marketing
Direct marketing continues to move steadily toward lead generation
Lead generation accounted for $77 billion of direct marketing advertising expenditures, while direct order accounts
for $65.3 billion
Lead generation makes the largest contribution to sales ($853.8 billion) followed by direct order ($743.7 billion)
Growth Trends
While all direct order expenditures are expected to grow by 5.3% per year through 2009, up from 2.3% during 1999-
2004, both fund raising and retail purchase spending should grow by 5.3% annually through 2009
Those sectors where Direct Marketing driven sales are growing fastest include industries investing most heavily in
IT-processes, the services, travel and pharmaceutical sectors; and sectors where nonprofit organizations are most
prominent
The largest volume of Direct Marketing-driven sales continue to be those industries that are the largest users of
direct marketing in general. Within the consumer market, these include financial institutions, motor vehicle manufacturers
and the leading retail sectors.
Overall Response Rates
Telephone: 8.55%
Short Form Direct Response TV: 8.14%
Coupons: 4.29%
Co-op/Shared mail: 3.94%
Dimensional Mail 3.67%
Catalog: 3.67%
Magazine advertising: 0.17%
Statement stuffers: 0.21%
Newspaper advertising: 0.50%
Magazine blow ins: 0.63%
Business to Business campaigns had a 3.25% response rate overall, whereas consumer campaigns posted a 2.78%
response rate