Mail Dominance: Tables

Consumer response rates; Business-to-business response rates; Average response rates by data source; Average response rate by response channel

<b>Table 1: Consumer response rates</b> <b>Sector:</b> <b>Average response rate (%)</b> Tobacco 37.3 Pharmaceutical 29.0 Household goods and toiletries 21.3 Gardening/DIY 14.9 Food and drink 13.9 Automotive 13.2 Retail 12.8 Charities 11.7 Leisure and entertainment 10.7 Travel and holidays 9.4 Mail-order 9.0 Luxury goods 8.7 Household appliances 8.6 Insurance 6.8 Banks and building societies 6.5 Savings and investments 6.1 Publishing 4.9 Credit cards 3.3 Utilities 3.0 Loans 1.6 All categories average 10.6 * Average, excluding campaigns of more than 50% 8.7 * Average, excluding campaigns of more than 30% 6.8 * All categories (Base: 640 campaigns)

Table 1: Consumer response rates

<b>Table 2: Business-to-business response rates</b> <b>Sector:</b> <b>Average response rate (%)</b> Marketing services 38.0 Brochure/catalogue for business products 24.7 Information/newsletter 19.5 Business travel and entertainment 18.1 Conferences and exhibitions 16.0 Computer hardware and software 12.0 Business research 11.7 Business services 11.2 Property 10.3 New products 10.1 Charity 10.0 Food and drink (business) 9.4 Photographic products and services 8.8 Industrial equipment and supplies 8.7 Office supplies 7.9 Books and magazines 7.1 Office furniture 6.9 Office furniture, equipment and supplies 6.8 Security 6.6 Gifts 6.3 Office equipment 6.2 Telecommunications and mobile phones 6.0 Utilities 5.2 Financial (business) 4.4 All categories average 11.4 * Average excluding campaigns of more than 50% 9.1 * Average excluding campaigns of more than 30% 7.1 * All categories. (Base: 502 campaigns)

Table 2: Business-to-business response rates

<b>Table 3: Average response rates by data source (%)</b> <b>Consumer</b> <b>Business</b> Customer database 12.3 11.9 Prospects/enquirers 7.7 9.4 Rented lists 4.7 7.4 (Base: All campaigns, excluding door-to-door)

Table 3: Average response rates by data source (%)

<b>Table 4: Average response rate by response channel</b> <b>Average response rate (%)</b> <b>Business-to-business</b> Post (all mentions) 10.2 Post only 11.9 Phone (all mentions) 11.3 Phone only 18.2 Fax (all mentions) 11.3 Fax only 6.2 E-mail (all mentions) 11.7 E-mail only 7.3 <b>Consumer</b> Post (all mentions) 10.3 Post only 13.0 Phone (all mentions) 9.5 Phone only 8.2 Fax (all mentions) 11.6 Fax only 19.5 E-mail (all mentions) 10.1 E-mail only 6.8 (Base: All campaigns, excluding door-to-door)

Table 4: Average response rate by response channel

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