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

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here