Stat of the Month: Telecom
The telecommunications industry is substantial, and one need look no further than its direct mail to see how it’s grown in the past three years. Today, most efforts make the bundle—phone, internet and TV—offer, and such offers are being made in increasingly new ways in order to stand out from the stiff competition.
To find out the percentage of new direct mail a sector is sending out, the first statistic to examine is repeat mail. A high percentage of repeat mail means that mostly controls are dominating the mailstream for that sector; a low percentage indicates a period of innovation. With that in mind, 2007 definitely represented such a period, as only 15.5 percent of telecom mail had been seen before in the Who’s Mailing What! Archive. This contrasts dramatically to 2006, when 35.5 percent was repeat mail, and especially 2005, when nearly 43 percent was repeated.
Along with so many new efforts, more telecom mail pieces in general were flexing their muscles in the mailstream than ever before. In 2005, only 2.4 percent of the mailstream was made up of telecom mail, but in 2007 that climbed nearly a whole percentage point to 3.3 percent.
Simultaneously, it’s clear from the numbers that this new telecom mail emphasized new creative more than premium offers or new formats. Indeed, premium usage dropped, from a high of 36.3 percent in 2005 to only 24 percent last year. Meanwhile, unlike in other sectors, self-mailers held steady rather than increase in volume—staying at 51 percent to 52 percent of telecom mail over the past three years.
Lastly, personalization also held steady and remained a popular tactic, increasing a little over 2 percent from 2005 to 2007, from 38.1 percent to 40.7 percent.