Labels and Stickers Continue to Dominate
Freemiums were included in about 10 percent of the direct mail offers received the last two years by Who's Mailing What!, the most complete library of direct mail and email. Most freemiums were used by fundraisers (698 of the 830 offers in 2013 and 701 of the 837 offers in 2012).
Labels and stickers combined accounted for more than half of the offers using freemiums in 2013 — 316 offers with labels and 212 with stickers (2012's counts were similar). From 2012 to 2013 the use of calendars, photo(s) and magnets decreased. However, notepads, bookmarks and coins/cash saw an increase of about 20 offers each.
In 2013, the majority of these offers only had one freemium, but there were 162 offers using a two-freemium combination such as labels and stickers, labels and notepads, coins/cash and labels, calendars and stickers, etc. Forty offers included three freemiums and 16 had four or more.
St. Bonaventure Indian Mission & School's August 2013 and Easter Seals' January and August 2013 offers each included six freemiums-stickers, notepad, labels, bookmark, calendar and other (buffalo key ring for St. Bonaventure and certificate of appreciation for Easter Seals). St. Joseph's Indian School's November 2013 offer included five freemiums — notepad, calendar, stickers, labels and other (dreamcatcher).
For this analysis, Other also included book/booklet, wrapping paper, candle, CD, DVD, pens, postcards and seeds in addition to items marked" other" in the database (e.g., certificates and maps). Adopt-A-Platoon offers included items such as a drawstring bag (September 2013), black sock (August 2013), toothbrush (April 2013), and a holiday stocking (November 2012).
Cheryl Cagle is research analyst/database editor for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What! Reach her at email@example.com.