Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 1: Overall Findings

Comparing Media

• Email and social media advertising are tied for the most frequently used medium in direct marketing campaigns, in use by 80 percent of study participants. • Generative AI and QR codes were the top tactics or technologies study participants wish to see in future ANA studies. • Almost two-thirds (63 percent) of study participants plan to increase their usage of SMS over the next 12 months, the only medium more than half the participants plan to increase usage of. • One-fourth of study participants report planning to decrease their use of direct mail in the next 12 months.

• The highest ROI was 161 percent for direct mail sent to house lists.

• The lowest CPA was $12.69 for email sent to house lists.

• The highest conversion rate was 18 percent for branded search campaigns.

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