Reaching Target Customers and Determining Response Rates

If you’re thinking of ways to reach your target market, the first step is to determine the right strategy you will use. And the right strategy is one that will allow you reach your audience at a very cost-effective manner, especially if you have tight resources.

Knowing the response rates for each strategy can help you understand how consumers react to the various medium, thus helping you determine the best marketing tactic for you.

According to the Direct Mail Association (DMA) in their The DMA 2005 Response Rate Report, the overall response rates of the various marketing strategies used are as follows:

• Mail = 3.40%
• Newspaper = 0.50%
• Catalogs = 3.67%
• Radio = 1.35%
• Magazine = 0.17%
• Direct Response Television (DRTV) = 8.14%
• Telephone = 8.55% (includes telephone follow-up to direct mail campaigns)