Response (marketing)
Reaction or response in the mean direct marketing the relationship between the obtained reaction (orders, requests) and emitted copies of an advertisement. In doing so, reactions must be deducted that were triggered by the advertising measure, but which do not relate to the advertised product, but z. B. relate to another product, a request for a purchase made or other non-reactive actions. The response is an early, but not final, indicator of the success of an action.
Example: A mailing campaign to 50,000 addresses results in 1,000 return order forms. The response is then 2%.
Whether an advertising measure pays off or an older concept beats ultimately results from the intended advertising goal of the campaign and the contribution margin . This can be extrapolated very well from the response, the average order value and the distribution of the incoming mail. The response is usually very high in the first few days, reaches its peak after a few days and then drops continuously. The response curves vary depending on the product and company.
The level of response depends on many factors, such as B. the address quality during mailing, the attractiveness of the product, the price of the offer, the support of the campaign, the time of dispersion , etc. After the information German dialog Marketing Association (DDV), the response may thus vary considerably, and between 0.1 and 45% lie. However, quotas below 0.1% can be economical for companies.
A high response can be achieved particularly if the advertised product has a unique selling point that sets it apart from the others on the market.