Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Cover Story : The Top 50 Mailers of 2012

The seventh annual listing of top mailers as measured by volume

September 2012
1
Get the Flash Player to see this rotator.
 

Big companies have ramped up their mailing in 2012. JPMorgan Chase & Co., Sprint/Nextel, Dish Network and Discover Financial Services are all on the list after none of them appeared in 2011 or 2010. In fact, according to our data JPMorgan Chase hasn't mailed this heavily in five years—since 2007 when the company reported a mere $99.9 billion in revenue.

The 2012 Top 50 Mailers list was compiled with the help of ALC and the Who's Mailing What? Archive, with additional research assistance from Hoovers' and SRDS. The ranking is not based on total mail volume (because that is generally not reported by direct mailers) but on sales, revenue and fundraising data gathered from Hoovers, Charity Navigator and other public sources.

Several mailers dropped off the Top 50 list from 2011 to 2012. DirecTV, Habitat for Humanity and Suarez Corp. are a few of the marketers who appear to have simply mailed less and did not make the Top 50 (although they may have made a Top 100). Publisher Rodale appears to have mailed much less this year and did not appear anywhere in our research. Fellow publisher Hachette Fillipachi, however, was bought by Hearst Magazines, which you can see is still mailing at a Top 50 clip.

There are 14 new mailers on the list this year—a slight increase from the 12 new mailers in 2011. Of last year's 12 new mailers, only five remain in 2012: GEICO, Bose Corp., National Rifle Association, The Bradford Group and Premier Bathrooms.

Half of the mailers on the list for 2012 are nonprofits, which continues a trend in our Top 50 Mailers list. This year, the nonprofits appear in even greater numbers thanks to the upcoming presidential and congressional elections, which brought the total up from 23 last year to 25. Media was the second heaviest mailing industry, comprising 26 percent of the list—with two mailers overlapping into the nonprofit world: National Geographic Society and Consumers Union. Merchandise and financial services each accounted for 6 percent of the remaining list.

Counting Catalogs

Top 10 Catalog Mailers of 2012
[+] click to enlarge

This year for the first time we examined catalogers as part of our Top Mailers research. In the past, we have excluded these mailers because we thought they would dominate the list. Now, as mail and catalogs are becoming more integrated with digital technologies, that no longer makes sense. Plus, there would still be fewer catalogers on the 2012 Top 50 than nonprofits.

 
1

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
<LI>Return on Marketing Investment 
<LI>DM Advertising Expenditures 
<LI>DM-Driven Sales 
<LI>DM-Driven Employment 
<LI>DM Impacts by State and by Industry 
<LI>Plus, Brand New Content! In the 2009-10 Edition, the Power of Direct includes for the first time Mobile Marketing and breaks down internet marketing into 5 channels. As a result, the report slices data along: Data is broken down by channel, industry, and business model including: 15 major channels: 
<LI>Direct mail (Non-catalog) 
<LI>Direct mail (Catalog) 
<LI>Telemarketing 
<LI>Email 
<LI>Internet Display Advertising 
<LI>Search Engine Marketing 
<LI>Social Networkng sites 
<LI>Internet (Other) 
<LI>Mobile 
<LI>Direct Response Television 
<LI>Direct Response Radio 
<LI>Direct Response Magazines 
<LI>Direct Response Newspapers 
<LI>Direct Response Insert Media 
<LI>Other 52 major industry groupings 51 geographic regions 4 intended purpose categories: 
<LI>Direct order 
<LI>Lead generation 
<LI>Retail purchase 
<LI>Fundraising 2 major markets: <BR>Business-to-Consumer <BR>Business-to-Busines</LI> Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition

Available as a PDF.

In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!

The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors



...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: