Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

TABLE 1

ROI of Campaigns by Medium

Medium

Type

Average ROI

Direct mail

House lists

161%

Email

House lists

44%

Social media advertising

21%

Paid search

Branded keywords

38%

SMS

20%

Digital display advertising

23%

Insight: The highest ROI for all media in this year’s study was 161 percent for direct mail sent to house lists. Email to house lists ranked second (44 percent), paid search using branded keywords ranked third (38 percent), with digital display, social media advertising, and SMS falling fourth, fifth, and sixth respectively.

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