Alternative Marketing Info

Last Updated on May 31, 2019

I recently had a conversation with a potential client where they asked me how digital marketing compared to direct mail. That conversation sparked the research below. The information is not robust by any means, but can hopefully help give you a somewhat educated answer if asked the same question. – Heather

Broadcast Media

Hard to tell conversion rates/ response rates as it is difficult to track. Location, size and time make results vary as well.
- Radio
- Television

Sources:

https://www.thomasmarsden.com.au/blog/176/

Print Media

Magazine
- Assume a .5-2% response rate
Newspapers
Direct Mail

Sources:

http://charltonmarketing.com/how-to-calculate-expected-response-from-a-newspaper-ad/

https://www.quora.com/What-is-the-conversion-rate-for-magazine-advertising

Support Media

Best for raising brand awareness and supporting your marketing campaigns.
- Billboards
- Transits
- Bus benches
- Directories

Sources:

https://commexis.com/do-billboard-ads-work-in-a-nutshell-yes/

https://fasi.org/2018/01/19/2017-nielsen-study-examines-billboard-effectiveness/

Direct Marketing

Direct Mail
- 2% response is considered good in a direct mail effort (Givers Gain The BNI Story, 8)
- Average response rate for in-house list 4.14%
- Average response rate for purchased list 1.52%
- Oversized envelope has the best response rate of 5%
Email
- Average open rate: 15-20%
- Average click rate: 1-2%
Telemarketing
- Average 12-14% conversation rate
- 5-5% lead rate with 25% close rate
  - Out of 100 calls = 2-3.5 deals closed per month

Sources:

https://www.quora.com/What-is-the-average-conversion-rate-for-an-outbound-telemarketing-campaign-We-are-selling-SaaS-to-targeted-SMBs-What-conversion-rates-can-we-expect

Internet

Search Network
- Average click through rate is 1.91%
- Average cost per click is $2.32
- Average conversion rate is 2.7%
Display Ads
- Average click-through rate is .35%
- Average cost per click is $.58
- Average conversion rate is .89%

Sources:

https://www.thomasmarsden.com.au/blog/176/

Social Media