5 Trends in the Top 50 Mailers of 2015
When compiling the Top 50 Mailers list for 2015, the following five trends stood out:
1. Fundraisers Back on Top
After a lull in 2014, when only seven nonprofits made the Top 50, the category bounced back this year to 10 total. That’s still a far cry from the days when we had 20 to 25 nonprofits every year, but it’s enough to make nonprofit the largest sector on this year’s list.
2. Retailers Bet on Print
Last year, the number of retail mailers in the Top 50 jumped from two to six. This year that’s up to nine, making retail the second largest sector on the list. Talbots, Bloomingdale’s and CVS are all new mailers in this year’s list.
At the same time, catalogs fell from their spot as the largest category last year, when there were 11 (12 in 2013), to just five on the Top
50 this year.
3. There Are 16 New Mailers on the List
Since we moved to using Who's Mailing What! data two years ago, we have not tracked how many companies were new to the Top 50. Now we are, and the number is an impressive 16. “Who’s mailing what?” continues to be a very fluid question year-to-year.