Stat of the Month: Join/Attend/Be Listed
These efforts encompass clubs and associations, seminars and conferences, cultural organizations like museums and zoos, the performing arts, cable/satellite TV/radio, and sports teams and events. As such, they take up a sizable chunk of the Who'sMailingWhat! Archive mailstream, between 5.3 percent and 5.8 percent during the last three years. So while overall mail volume is down, the join/attend/be listed category remains a strong presence.
Within this specific category, only one dominant trend is visible: a staggeringly low number of controls. In 2006, only 16 percent of all join/attend/be listed mail were controls. Partly, this can be explained by an audience of opt-in customers that need to be moved along in the conversation, rather than be sent the same kind of mailing repeatedly. Nonetheless, the controls percentage dropped even more in the subsequent two years, 9.2 percent in 2007 and 10.8 in the first eight months of this year.
Otherwise, in terms of employing premiums, personalization and the self-mailer format, the percentages have remained pretty consistent over the past three years. Premium usage hovered between 9.4 percent and 10 percent, and personalization wavered between 12 percent and 15 percent from 2006 to this year. And during that time, the self-mailer format did become slightly less popular, dropping from the high point of 73.6 percent in 2006 to 70.2 percent in 2007 to 68.2 percent so far this year.