Medium-Sized Direct Mail Pieces Dominate Who's Mailing What! Offers
Direct mail pieces with medium envelope/package sizes dominated the offers received by Who’s Mailing What! since 2010, averaging 71% each year. One-third of these medium-sized pieces used a #10 envelope.
Retail Traffic Builders were the top user of medium sizes for the years reviewed. Fundraising categories like Health-Handicapped and Social Action (Causes) also topped this list every year, with almost half of the pieces using a #10 envelope.
In 2013, Telephone Services and Credit Cards-Bank/Financial Services mailers were in the Top 5 for medium-sized offers.
The large-sized mailings — ranging from 2.5”x20” to 11”x14” in WMW! — were used for about 26% of the offers received each year. These large-sized mailers were mostly in the Catalog categories as well as Retail Traffic Builders (brochures).
Less than 3% of the mailing pieces received used a small size, 3”x9” or smaller like #7-3/4 or #9 envelopes.
In 2013, the Top 5 categories with small size mailing pieces were Cable/Satellite TV, Radio; Credit Cards-Bank/Financial Services; Loans/Lending Services; Fundraising-Animals/Wildlife; and Fundraising-Social Action (Causes).
In 2012, the Top 4 were all Fundraising categories — Politics, Social Action (Causes), Animals/Wildlife and Health-Handicapped — with Loans/Lending Services ranking fifth.
Cheryl Cagle is research analyst/database editor for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. If you have an idea for a future Marketing Trend or Top 10 from Who's Mailing What! contact her at email@example.com