Direct Marketing Snapshot by Market Vertical

By | October 18, 2016

What’s happening in the world of direct mail and email in the key market sectors? According to the Direct Marketing Snapshot (August 2016) from Mintel Comperemedia, things are looking very stable. But clearly, some market verticals are faring better than others.

Between May 2015 – August 2016, direct mail volumes (acquisition and customer mail, excluding statements) showed significant variation by market sector. Year over year, the highest increases by volume were in banking (+43%), credit cards (+28%), and retail (+23%). There were also solid gains in travel (+19%), telco (+18%), and investing (+22%).

Who’s using what mail type? Biggest users of self-mailers are retail, auto, and banking. Biggest users of letters + envelopes are cards, insurance, M&L, and telco.

Biggest users of catalogs? No surprise—retail, auto, and banking.

Want to know the top spenders?

  • Auto—Nissan
  • Banking—Chase
  • Credit Cards — Chase
  • Insurance—Geico
  • Investment—Fisher Investments
  • M&L—SoFi
  • Telco—Dish
  • Tobacco—US Smokeless Tobacco
  • Travel/Leisure—NCL Corp Ltd.
  • Retail—Dell

How about email? The top market vertical sending email in August was insurance (21% of all emails sent), followed by auto (20%). While sending the highest overall percentage of emails, insurance had the third highest read rate (17%). Its read rate was bested by financial services with a 27% read rate, followed by telco, with 19%.

For more info on the report, click here.

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