#8 Digital Variables "This Is Ed"
Higher Response Rate
Producers find that direct mail campaigns utilizing VDP techniques see up to 15 to 30 times the average response than conventional direct mail campaigns.

One Study showed that Customized print programs improved response rates by 36% And repeat orders increased by more than 47%

New Page-Response Project Case Study:
As of 7-11-2006
43% preferred 100lb Dull Cover
27% preferred 80lb Dull Cover
16% preferred 100lb Gloss Text
14% preferred 80lb Gloss Text

see www.responseproject.com for more specifics

Case Study:UK's average response rates:
11.3%=Direct mail to consumers
9.9%=Direct mail to business
15% filter mail before passing on to managers
66% of managers open it and filters 80%
6.5%=door drops

Method of contact preferred by consumers:
76%= Regular Mail=
8%= E Mail
7%=Telephone
6%=In Person Visit
3%=No Answer

2003 British Population response % vs Medium
60%=Direct Mail
55%=Newspaper & Magazine
25%=TV
24%=Leaflets
15%=Internet
6%=Radio
7%=Outbound Telemarketing

Research/Data:
2005 Strategies for Management, Inc used DMA data to calculate revenue per promotion dollar spent in the various types of media:

Media----------------------------------------Estimate of Revenue Per Dollar Spent
Direct Mail------------------------------------$20.29
Telephone--------------------------------------18.15
E Mail------------------------------------------16.0
Dimensional Mail-Samples/Give A ways--15.50
Newspaper--------------------------------------9.0
Coupons----------------------------------------6.52
Inserts-------------------------------------------3.50
Catalogs----------------------------------------2.14
Magazines--------------------------------------2.0
Free Standing Newspaper Inserts-----------1.71
Radio--------------------------------------------1.14
Direct Response TV-Info Mercials----------.67