70% DIRECT SOCIAL PAID MAIL EMAIL SEARCH MEDIA€¦ · Social Media 0.6% Paid Search 0.2% Online...
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Direct mail achieves a All digital channels combined only achieve a 1.8 % 5.1 % 2.9 % response rate with a house list response rate with a prospect list 0.6 % Email list 0.4 % Social Media 0.6 % Paid Search 0.2 % Online Display Ads $ WHEN HOUSE LISTS ARE USED, EMAIL HAS THE LOWEST COST-PER-ACQUISITION OF THE MEDIA IN THIS STUDY, HOWEVER SUFFERS FROM ONE OF THE LOWEST RESPONSE RATES. Direct mail offers strong return on marketing investment. 29 % TRACK DIRECT MAIL RESPONSE RATES RESPONSE RATE LEADER BOARD HOUSE LISTS 6.6 % 5.0 % 4.3 % Oversized envelopes Postcards Letter-sized envelopes For 31% of respondents, the primary purpose of emails sent to house lists is to make a direct sale. For emails sent to prospect lists, 52% say the main purpose is lead generation. Click rates are & DIRECT MAIL USAGE FOR MARKETING CAMPAIGNS EQUALS OR EXCEEDS 50% FOR EVERY INDUSTRY EXCEPT TECHNOLOGY VIRTUALLY EVERYONE WHO USES SOCIAL MEDIA ADVERTISING ALSO USES EMAIL, AND OVER HALF ALSO USE DIRECT MAIL, ONLINE DISPLAY AND PAID SEARCH. The most common purpose of social media advertising for is to drive brand awareness, the highest of any medium in this study for this purpose. 45 % CPA is one of the highest the survey, but less than online display advertising between $ 20 and $ 21 Cost-per-acquisition for direct mail is very competitive. $24.75 $20.32 $10.32 $26.40 Direct mail performs favorably at $26.40 for house lists $ $16.22 PAID SEARCH ONLINE DISPLAY EMAIL SOCIAL MEDIA Conversion rates are one of the best rates among digital media 7.3 % Social media has the second highest click-through rates at 6.0 % 5.3 % 10 % 30 % Average ROI on social media advertising campaigns. Conversion rates are highest for lead generation campaigns sent to house lists lowest for B-to-C campaigns sent to prospect lists lowest for direct sale emails sent to prospect lists highest for direct sale & lead generation campaigns sent to house lists 5.9 % 4.4 % & CPA Your Local, Single Source for Strategic Marketing and Print Communications with Measurable Results. Source: Direct Marketing Association Response Rate Report Allegra is independently owned and operated. PAID SEARCH EMAIL SOCIAL MEDIA DIRECT MAIL Marketers continue to embrace a multi-channel strategy to drive response. 70% of marketers surveyed plan to use three or more marketing channels MULTI-CHANNEL RESPONSE RATES 2017 $ 61 % use online tracking, like personalized URLs 42 % 53 % use telephone inquiry use a code or coupon Contact your local Allegra today. 31% 52% response rate PROSPECT LISTS 4.9 % 3.4 % 2.5 % Oversized envelopes Postcards Letter-sized envelopes OVER HALF OF MARKETERS SURVEYED REPORT USING A THIRD-PARTY PAID SEARCH MANAGEMENT TOOL TO MANAGE CAMPAIGNS 70% 34% 51% of paid search conversions come from generic vs. branded keywords of marketers surveyed are using paid search for lead generation are using both generic and branded keywords in paid search
Transcript of 70% DIRECT SOCIAL PAID MAIL EMAIL SEARCH MEDIA€¦ · Social Media 0.6% Paid Search 0.2% Online...
Direct mail achieves a
All digital channels combined only achieve a 1.8%
5.1% 2.9%response rate
with a house listresponse rate
with a prospect list
0.6%Email list
0.4%Social Media
0.6%Paid Search
0.2%Online Display Ads
$
WHEN HOUSE LISTS ARE USED, EMAIL HAS THE LOWEST COST-PER-ACQUISITIONOF THE MEDIA IN THIS STUDY, HOWEVER SUFFERS FROM ONE
OF THE LOWEST RESPONSE RATES.
Direct mail offers strong return on marketing investment.
29%
TRACK DIRECT MAILRESPONSE RATES
RESPONSE RATELEADER BOARDHOUSE LISTS
6.6%
5.0%
4.3%
Oversized envelopes
Postcards
Letter-sizedenvelopes
For 31% of respondents,the primary purpose ofemails sent to houselists is to make adirect sale.
For emails sent toprospect lists, 52% say the main purpose is lead generation.
Click rates are
&
DIRECT MAIL USAGE FOR MARKETING CAMPAIGNS EQUALS OR EXCEEDS 50% FOR EVERY INDUSTRY EXCEPT TECHNOLOGY
VIRTUALLY EVERYONE WHO USES SOCIAL MEDIA ADVERTISING ALSO USES EMAIL,AND OVER HALF ALSO USE DIRECT MAIL, ONLINE DISPLAY AND PAID SEARCH.
The most common purpose of social media advertising for
is to drive brand awareness, the highest of any medium in this study for this purpose.
45%
CPA is one of the highest the survey, but less than online
display advertising between
$20 and $21
Cost-per-acquisition for direct mail is very competitive.
$24.75
$20.32
$10.32
$26.40
Direct mail performs favorably at $26.40 for house lists
$ $16.22PAID SEARCH
ONLINE DISPLAY
SOCIAL MEDIA
Conversion rates are one of the best rates among digital media
7.3%
Social media has the second highest
click-through rates at
6.0%
5.3% 10%
30%
Average ROI on social media
advertising campaigns.
Conversion rates are
highest for lead generation campaigns sent to house lists
lowest for B-to-C campaigns sent to prospect lists
lowest for direct sale emails sent to prospect lists
highest for direct sale & lead generation campaigns
sent to house lists
5.9%4.4%&
CPA
Your Local, Single Source for Strategic Marketing and Print Communications with Measurable Results.
Source: Direct Marketing Association Response Rate ReportAllegra is independently owned and operated.
PAID SEARCHEMAIL
SOCIAL MEDIA
DIRECT MAIL
Marketers continue to embrace a multi-channel strategy to drive response. 70% of marketers surveyed plan to use three or more marketing channels
MULTI-CHANNELRESPONSE RATES
2017
$
61%use online tracking, likepersonalized URLs
42%
53%use telephone inquiry
use a code or coupon
Contact your local Allegra today.
31% 52%
response rate
PROSPECT LISTS
4.9%
3.4%
2.5%
Oversized envelopes
Postcards
Letter-sizedenvelopes
OVER HALF OF MARKETERS SURVEYED REPORT USING A THIRD-PARTY PAID SEARCH MANAGEMENT TOOL TO MANAGE CAMPAIGNS
70%34% 51%
of paid search conversions come from generic vs. branded keywords
of marketers surveyed are using paid search for lead generation
are using both generic and branded keywords in paid search
