Chase Manhattan Bank
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.
With the help of Who's Mailing What! (WMW), we decided to take a closer look at the top 10 out of the Top 50 Mailers of 2013, which makes up Target Marketing's annual September cover story. In particular, one standout mailing campaign from each (although that's a challenge with catalogs, but we did our best!).
Welcome to the brand new list of Target Marketing's Top 50 Mailers. For the first time, we are relying exclusively on data from our partner Who's Mailing What! in compiling this list, as well as the other lists in this article, combined with list management information provided by SRDS. Who's Mailing What! has compiled the most complete library of direct mail and email in the world, and has tracked mail for more than 25 years. Earlier this year, it relaunched on a state-of-the-art, fully searchable platform.
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need
This month’s cover story on developing the most effective prospecting strategy based on analysis of your costs, response patterns and risk tolerance (“Prospecting Done Right”), hammers home two big truths: • You can’t manage what you don’t measure. • To succeed, you have to put in the work. Analysis is tedious work. But smart prospecting isn’t just about profitability ratios. There’s another kind of risk tolerance to keep in mind: Your audience’s ability to tolerate the volume of marketing messages directed at them. Earlier this year, market research firm Yankelovich polled about 600 consumers on their attitudes toward marketing and advertising efforts. More than