FINANCIAL SERVICES industry consortium [tank] unveiled the results of a pilot benchmarking study into response rates at its inaugural conference in Chantilly last month. The project, overseen by MMS Marketing Movements, reveals massive variations in direct mail response rates - ranging from 0.006% to 80% - for products such as personal loans, mortgages, savings and credit cards. The full results are available only to the 21 firms taking part in the study.

Precision Marketing, 21/6/99