DMA 2009 StAtiSticAl FAct Book

The Definitive Source for Direct Marketing Benchmarks

1120 Avenue of the Americas New York, NY 10036-6700 212.768.7277

which accounted for 52. promotes relevance as the key to reaching consumers with desirable offers. DMA today represents more than 3. these advertising expenditures generated approximately $2. there are today 1. No part of this publication may be reproduced.6 million direct marketing employees in the US. ISBN: 978-0-9817604-6-9 All rights reserved.the-dma.1 percent of all ad expenditures in the United States. Inc.the-dma. accounting for a total of 10. Measured against total US sales. or otherwise without the prior written permission of the copyright owner. Their collective sales efforts directly support 9. direct marketing accounted for approximately 10 percent of total US gross domestic product. All disclaimers herein shall not be applicable to liability that cannot be waived under State or Federal law. In no event shall DMA. II 2009 Statistical Fact Book • www. or consequential damages.400 companies from dozens of vertical industries in the US and 48 other nations. photocopying. education. PRINTED IN THE UNITED STATES OF AMERICA DiSclAiMER: DMA does not make any warranties. In 2008. electronic. as to results to be obtained from the use of this report data. even if advised of the possibility of such damages or liability. as well as nonprofit organizations. stored in a retrieval system. and networking opportunities to improve results throughout the end-to-end direct marketing process. or any liability to any third party arising out of the use of this . Also. or transmitted. expressed or implied. the Power of Direct: Relevance. including half of the Fortune 100 companies.057 trillion in incremental sales. recording.3 million other jobs.9 million US jobs. Results.9 billion on direct marketing. its affiliates. or any other entity involved in providing the data herein have any liability for lost profits or for indirect. Last year. special. mechanical. Founded in 1917. DMA advocates standards for responsible marketing. Copyright © February.The Direct Marketing Association www. punitive. and provides cutting-edge is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. marketers — commercial and nonprofit — spent $176. in any form or by any means. 2009 by Direct Marketing Association. Responsibility.

feel free to contact me if you have any questions or comments. Please.AcknowlEDgEMEnt Acknowledgment is very much deserved by the many individuals and organizations that provided the information and research data that make this book a comprehensive and important resource. III .768. and projection in this book deserves merit.Inc. Collectively. each research 212. On an individual basis.7277. Anna Chernis Senior Research Manager Direct Marketing Association. compilation. ext.1559 2009 Statistical Fact Book • www. they offer a valuable picture of the scope and direction of the direct marketing field.the-dma.

IV 2009 Statistical Fact Book • .the-dma.

Advertising Expenditures 1957 – 1965 Estimated Annual U. Advertising Expenditures 1998 – 2008 Estimated Annual U.S.the-dma. Advertising Expenditures 1986 – 1997 Estimated Annual .S.S.S. Advertising Expenditures 1976 – 1985 Estimated Annual U.23 23 24 24 25 26 26 27 28 29 30 31 32 33 33 34 V DiREct MAil Total Population Ordering by Mail: Spring 2008 Direct Mail Readership Types of Direct Mail Open Direct Mail Advertising Expenditures on Direct Mail Behavioral Trends Consumer Treatment of Standard Mail (A) by Selected Industry Treatment of Standard Mail (A) Piece by Type Number of Mail Order Purchases by Education Treatment of Standard Mail (A) Piece by Shape Usefulness of Standard Mail (A) Piece by Shape Standard Mail (A) Reaction by Industry Response to Standard Mail (A) Piece by Income Response to Standard Mail (A) Piece by Age of Head of Household Standard Mail (A) Response to Advertising by Shape Intended Response Rates from Major Industries by Enclosure of Reply Envelopes/Cards 2009 Statistical Fact Book • www. 2003 – 2012 Do You Plan to Reduce Headcount? Do You Plan to Add Staff in the Next Three Months? Do You Have a Hiring Freeze? Estimated Annual U. 7 8 8 9 9 10 11 12 13 14 15 16 16 17 17 18 19 20 21 22. Advertising Expenditures 1966 – 1975 Estimated Annual U.S.4 5-7 6.S.The Definitive Source for Direct Marketing Benchmarks DMA 2009 StAtiSticAl FAct Book tABlE oF contEntS DiREct MARkEting ovERviEw Total Population Ordering Specific Items by Mail or Phone in the Last 12 Months Total Population Ordering by Mail. Advertising Expenditures 1948 – 1956 The Cost of Long-Form production Consumer Recall Rates of Vanity 800 Numbers and URLs Changes in Projected DM Expenditures Anticipated Gross in DM Revenue Direct Marketing Methods Used by Marketers Overall Direct Marketing Budget Allocated to Individual Media Media Used in Integrated campaigns 1 2 3. Phone or Internet: Spring 2008 2008 Direct Response Advertising Salaries Executive Search Employment Survey 2008 Growth of Marketing Services Spending.

the-dma. Non-Food Trends in Coupon Redemption Redemption Rates by Method 21 34 35 35 36 37 37 38 39 39 40 40 41 42 42 43.table of CONTENTS DiREct MAil Standard Mail Users of Reply Envelopes by Industry Standard Mail (A) Response to Advertising by Familiarity with Organization Receipt of First Class and Standard Mail (A) by Number of Mail Order Purchases Made in the Past Year Number of Mail Order Purchases within the Last Year by Income Response to Standard Mail (A) Piece by Age of Head of Household Usage of Zip Code on Standard Mail (A) by Shape of Mail Piece Standard Mail (A) Intended Response Media to Pieces from the Mail Order Industry Standard Mail (A) Addressee by Industry — Merchants Standard Mail (A)Addressee by Industry — Financial Standard Mail (A)Addressee by Industry — Services Standard Mail (A)Addressee by Industry — Fundraising Advertising Generating Response Standard Mail (A) by Shape Standard Mail (A) Content of Mail Piece Available Response Media for Standard Mail (A) Offers Average Number of Mail Pieces Received per Week Canterbury Graphics Strategic Marketing Direct Mail Ballpark-Budget Costimator™ Lettershop Operations Outer (or Carrier) Envelopes Brochures Self-Mailing Formats Reply Cards/Order Forms Direct Mail — Sample Working Budget Contact Strategies used when using direct mail Items included in Direct Mail pieces Percent of Total Coupons Distributed Food . 44 45 45 46 47 48 49 50 51 52 53 54 54 55 57 58 – 60 61 61 62 63 – 66 67 – 69 70 70 71 71 cAtAlog 2008 Direct Response Catalog Advertising Salaries Primary Channel for Generating Revenue Catalog Circulations Statistics Use of Different Catalog Sizes The Multichannel Merchant 100 The Catalog Success Top 100 Catalogs (Ranked by Housefile Growth) Number of Online Catalogs Catalogs Mailed Per Year: 1998 – 2008 What it Costs to Operate a Distribution Warehouse B-to-B Multichannel buyers VI 2009 Statistical Fact Book • www.

2008 – 2013 How Web Site is Used Age and Response to a Mobile Offer What have you done with your mobile phone? Using Web 2.0 Elements for Direct Marketing Engagement in SEM Programs Metrics Tracked to Gauge the Success of SEM Programs Shifts of Marketing Funds from other media to Search Marketing Programs Purpose of Search Engine Marketing Use Social Media in the Inc. by Format.75 76 77 77 77 78 79 79 80 80 81 81 82 82 83 83 85 86 87 87 88 88 89 89 90 90 91 92 92 93 93 94 94 95 96 97 98 99 99 EMAil E-Mail Readership ROI for Email Marketing and Internet Marketing Spending in the VII .table of CONTENTS intERActivE MEDiA Total Population ordering by Internet 2008 Internet Marketing Salaries Consumer Internet Retail Spending Quarterly Retail Sales: Total and E-Commerce US Online Advertising Spending.the-dma. 2007 – 2013 How Email is Used Open Rates by Subject Line Length Click Rates by Format Open Rates by Personalization Click Rates by Personalization Senders Name branding in promotional emails Opting-in HiSPAnic MARkEt Direct Mail Readership Use of Internet Activities that Hispanics participate at least once a week Language of Majority of Hispanic-specific Promotions Use of Offline channels in Direct Marketing promotions to Hispanics Use of Online and New media channels in Direct Marketing promotions to Hispanics DAtABASE MAnAgEMEnt 2008 List/Database Salaries Worldata List Price Index List Cleaning Tools Used Company’s database capacity in their loyalty program Loyalty programs 2009 Statistical Fact Book • www.0 for Direct Marketing Usage of Specific Web 2. 500 Coordination of Offline channels with Search Marketing 73 74.

2006 101 102 102 103 104 105 – 109 111 112 112 113 113 114. 2007 Personal Income Per Capita by Large Metropolitan Area: 2000 vs.2008 nonPRoFit Nonprofit Standard Mail (A) Treatment of Mail Piece by Shape Nonprofit Standard Mail (A) Usefulness of Mail Piece by Shape Nonprofit Standard Mail (A) Industry by Shape Nonprofit Standard Mail (A) Reaction by Industry Nonprofit Standard Mail (A) Content by Industry Nonprofit Standard Mail (A) Response to Advertising by Shape Percent of Nonprofit Standard Mail (A) Containing a Request for Donations by Age of Head of Household Respondents Who Rated Fundraising Techniques as Successful or Somewhat Successful Success of Fundraising Techniques uSPS inFoRMAtion Response Rates to Standard Mail (A) Advertising Solicitations Response Rates to First-Class Advertising Solicitations Packages Sent by USPS Packages Received — Content by Carrier Total Number of Mail Pieces (All Classes) Attributed to Direct Mail 2004 – 2008 USPS Rate History Percent Increases Postal Rate Changes: Standard Mail (A) Postal Rate Changes: First Class Mail PowER oF DiREct MARkEting DM Advertising Expenditures by Medium and Market DM Driven Sales by Medium and Market Source Contact Index VIII 2009 Statistical Fact Book • www. by Sex and Race: 2007 Median Income by Race: 2006 Personal Income Per Capita by State: 2000 vs.table of CONTENTS conSuMER DEMogRAPHicS Average Annual Expenditures by Age: 2006 Total Population.115 .2007 vs.117 118 119 119 120 121 122 123 124 125 125 126 126 127 128 129 130 130 131 131 131 132 133 – 136 137 – 140 141 142 143 144 FinAnciAl SERvicES Response to First-Class Advertising by Financial Services Segment Response to Standard Mail (A) Envelopes and Cards by Financial Services Segment Standard Mail (A) Receipt by Number of Credit Cards Standard Mail (A) Receipt by Number of Financial Accounts and Insurance Policies Standard Mail (A) Pieces from Insurance Companies Standard Mail (A) Pieces from Credit Card Industry Mail Volume and Response Rates for Credit Cards Top 10 Insurance Acquisition Mailers — 2008 Top 10 Credit Card Acquisition Mailers — 2008 Reason for Call by Industry.the-dma.

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