Caslon & Company 3 Average Response Rates by Objective for Campaigns Sent to a House List Campaign Objective Personalized URL Visit Rate # of PODi Cases Personalized Response Rate # of PODi Cases Static Response Rate (DMA data) Lead Generation15.7%1410.2%243.3% Direct Order13.6%119.3%223.1% Traffic Generation21.6%517.9%213.2%* Data Gathering14.0%719.1%18No DMA data Loyalty35.2%325.2%12No DMA data Source: Caslon & Company, 1-to-1 Response Rate Report
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