Cover Story: Top 50 Mailers
Who still sends direct mail? Many of the most successful companies in the U.S.
In fact, nine of the top 10 on this year's Top 50 Mailers list are also on the Fortune 500 (including GEICO, which is a part of Berkshire Hathaway), and the one that isn't happens to be one of the world's largest nonprofit clubs (AAA).
Once again, Target Marketing has teamed with Who's Mailing What! (WMW!) and its impressive library of current direct mail to track the top mailers of the past year.
Like last year, this year's list ranks the top mailers by campaigns received by WMW! during the most recent 12 months that are available to study (March 2013 to February 2014). The results, especially if you've been reading this list year after year for the past decade, are surprising!
In addition, marketers spent $45 billion to send 87 billion pieces of mail in 2013, according to "The DMA/USPS Revenue, Pieces and Weight by Classes of Mail and Special Services for Fiscal Years 1990-2013." Both numbers represent slight increases over 2012, which reverses a decline in total pieces and spending seen since the Great Recession (according to the report, spending and sending peaked in 2006 and 2007, respectively).
While those totals may not be high watermarks, direct mail's presence in the mail stream is growing. Direct mail represented 56 percent of the mail USPS handled in 2013, which is a larger percentage than it ever has been before.
So, for direct mail as a marketing channel and an industry, the past 12 months seem to have been pretty good. And as you'll see in the trends below, for-profit marketers who may have reduced mailing during the Great Recession look like they are coming back to it.