Target Marketing Magazine examined the last year and a half of the Who’s Mailing What Archive and concluded a few trends.
Repetition
Repeat mail was up 12 percent in 2010. It now represents a full quarter of all direct mail. The reasons include mailers being budget-conscious and staying with efforts that are clearly working.
Gifts
Mailing premiums has increased by over 6 percent so far this year compared to 2009. Now nearly 20 percent of all direct mail includes a premium offer. “According to Archive Director Paul Bobnak , among nonprofits, incentives have taken on greater importance. Usage doesn’t seem to have increased. Instead of one tote bag or aluminum bottle, they’ll offer two or three as a premium. And tote bags and blankets (which have been good premiums) have begun to show up as ‘freemiums’ being mailed to prospects.”
Personalization
Personalization is also used more, a 19 percent increase from last year. Used in 35 percent of direct mail, help make mail relevant for the recipient.
Financial Services Offers Are In The Mail Again
Major credit card issuers are adjusting to new credit card marketing regulations and are mailing offers. Some have launched new products. The best example of this is Chase with their multiple new cards.
Social Media
Mailers are increasingly promoting social media connections (Facebook, Twitter, …) in direct mail, particularly retailers. QR codes have been popping up too, although without much attention being called to them.
Self Mailers Declining
The one trend that is going in the opposite direction is the usage of the self-mailer. It is down 15 percent from 2009, in part because of production cost. It’s still used in 43 percent of all direct mail.
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