Stat of the Month: Publishing
Also climbing back are control mailings and premium usage. After registering at the high point of 65.2 percent of efforts in 2006, repeat mailings sunk all the way down to 40 percent in 2007, representing a 38.7 percent drop! In other words, many more test mailings went out in 2007 than in most years. But this past year, repeat mail increased to 47.1 percent. 2006 also represented a high for premium usage, at more than 50 percent of publishing mail, before returning to normal mid-40 percent levels in 2007 and 2008.
Lastly, the personalization technique, which can add expense to a mailing, was used in fewer publishing mailings in 2008 than in any of the last four years. Coming in at only 12.2 percent, personalization thus dropped a whopping 24.7 percent from 2007.