B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
0.12%
0.12% -- email response rate for Email (prospect lists) (2026)
According to the Data & Marketing Association, email achieves a 0.12% response rate (compared to 4.4% for direct mail prospect lists).
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
0.12%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Data & Marketing Association
Primary
Tier B
https://adwave.com/resources/hvac-advertising-getting-more-service-calls ↗
Source Article
HVAC Advertising: Getting More Service Calls (2026)
Original Research
Data & Marketing Association
· Original study ↗
Methodology
Data & Marketing Association figure
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Email (prospect lists): 0.12% email response rate. Source: Data & Marketing Association (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-response-rate-dma
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<blockquote cite="https://lighthousedata.io/data/email-response-rate-dma" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>0.12%</strong> -- email response rate for Email (prospect lists)<br><small>Source: Data & Marketing Association (2026) · <a href="https://lighthousedata.io/data/email-response-rate-dma" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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