Retail sector gets top marketing response rates

Research by Callcredit Marketing Solutions has suggested that retail firms have the highest response rates when sending marketing communications.

According to the research, which was conducted by Callcredit Marketing Solutions using its Cameo with Attitude online panel, 64 per cent of consumers said they would respond to communications from the retail sector.

The survey revealed that 25 per cent would get back in touch with retailers who had used e-mail to reach them, with 19 per cent saying they would respond to direct mail.

Younger audiences seem to be especially responsive to retail communications, as 18-24-year-olds are 11 per cent more likely to get back in touch with retail firms than any other age group.

Single consumers are also seven per cent more likely than all others to respond to retailers, according to the research.

The travel and tourism sector fared almost as well as retail, with 59 per cent saying they would respond to marketing from companies in this field.

Again, e-mail and direct mail were the most popular channels, scoring response rates of 29 per cent and 16 per cent respectively.

The worst-performing sectors, according to the Callcredit research, were financial services, publishing and telecommunications.

Only 35 per cent said they would respond to a call to action from financial service providers, and 47 per cent said the same of telecommunications firms.

Of the channels covered by the survey, e-mail and direct mail were found to be the media most likely to command a response across all sectors.

SMS and DRTV fared the worst in this respect, scoring response rates of one per cent and under in every sector.

Social media, however, is already starting to make headway, ranking consistently alongside and ahead of established channels such as telecommunications and company websites.

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