Direct response marketing

I recently heard a health and fitness marketing “guru” say… “In direct response marketing one percent is gold”.

And remember that’s responses not sales.

Not that long ago direct response marketers were touting two percent as average, then it was one percent, and today apparently one percent is exceptional.

Michael Scott Scudder recently reported that most clubs now get ¼ of one percent response rates… in that context I guess one percent is gold.

Of course, a one percent response rate is a massive, not to mention expensive, 99% failure rate… not something that I’d like to bet my future on.