Wondering about direct-mail creative trends for 2015? Don't be surprised if mailers stick with medium-sized creative pieces and still pump out a good share of No. 10 envelope packages. At least that's what you would expect based on a Who's Mailing What! study of mailing patterns through 2013. As recently reported by Direct Marketing IQ, direct mail pieces with medium envelope/package sizes have dominated offers received by Who’s Mailing What! since 2010, averaging 71% of mail offers each year. One-third of these medium-sized pieces used a No. 10 envelope, and Retail Traffic Builders were the top users of medium sizes for the years reviewed. In contrast, larger-sized mailings—ranging from 2.5"x20" to 11"x14"—were used for about 26% of the offers received each year, per WMW. Those larger-sized mailers were most used in the Catalog and Retail Traffic Builders (brochures) categories. Keeping it small (3"x9" or smaller No. 7-3/4 or No. 9 envelopes) appeals to a minority of direct mailers, with just 3% opting for smaller-sized mailing pieces. For more detail, go to http://www.directmarketingiq.com/article/medium-sized-direct-mail-pieces-dominate-whos-mailing-what-offers/1
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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