Email Continues to Offer Highest Returns on Investment, According to DMA’s 2016 Response Rate Report

Contact: Mike Uehlein –

NEW YORK – Social media advertising on mobile devices is experiencing a surge in response rates year over year, according to DMA’s 2016 Response Rate Report. The survey found that 91 percent of marketers, suppliers and agencies are achieving the same or higher click-through rates on mobile devices as on desktops, performing stronger than search, display and email. The report also reveals impressive spikes in year-over-year response rates across social media, email, display and search marketing.

“These numbers demonstrate that the power of data is driving impressive industry growth and personalized, relevant customer experiences across channels,” said Neil O’Keefe, DMA’s SVP of CRM & Member Engagement. “DMA’s 2016 Response Rate Report finds massive increases in click rates and conversion rates across nearly every channel surveyed. With the use of data to drive efficient targeting and placement and increased data science skills across the marketing ecosystem, these numbers will only continue to grow, saving marketers money on their marketing spend and driving efficiencies in the marketplace.”

Other Report Highlights:

  • Marketers are increasingly “multichannel” in their campaigns, with the number of marketers relying on a single channel dropping from 35 percent in 2015 to 27 percent in 2016.
  • Email’s 122 percent return-on-investment (ROI) continues to outperform all other channels, with the next-largest ROI at 28 percent for social media.
  • Online display saw a 500% jump in both click and conversion rates between 2015 and 2016.
  • The most common purpose of social media advertising campaigns – for a full 40 percent of respondents – was to drive brand awareness, the highest common purpose of any channel surveyed.

“The findings in DMA’s 2016 Response Rate Report can be summed up in four words – ‘The power of data’,” said O’Keefe. “DMA is encouraged by these industry gains and will continue to lead the marketing ecosystem in protecting marketers’ ability to responsibly use detail-level data to benefit consumers and grow jobs and our U.S. economy.”

Report Methodology

DMA’s 2016 Response Rate Report is based on data from an online survey deployed from April 2016 until June 2016. Respondents come from the DMA and Demand Metric communities, and received an incentive for completing the survey as described in the Methodology chapter of this report. A total of 714 responses were collected. The survey experienced a 49 percent completion rate.

About DMA ( Founded in 1917, DMA is the community that champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership is made up of today’s leading tech and data innovators, brand marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem – from demand side to supply side – DMA is uniquely positioned to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data; innovating to bring solutions forward for marketers’ most vexing challenges; educating today’s marketers to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.