I came across this list of The Top 50 Mailers, as compiled by "Target Marketing."
The top 50 direct mailers were designated by projected mail volume. "Target Marketing" used pretty sophisticated methodology to estimate this, as mail volumes are definitely proprietary info.
I really wasn't too surprised by the list. The heavy hitting direct marketers are all there. Some key findings:
- Financial Services firms account for 14% of the Top 50
- Publishing/Media comprise 38%
- Fundraising consists of 34% of the Top 50
Fundraisers included American Cancer Society, AARP, American Heart Association and UNICEF (among others).
What's also interesting is to think about the types of companies NOT on the list. There was not one high-tech firm (not even Dell). No packaged goods companies (unless Gevalia Kaffe counts). And, surprisingly only one telecom firm made the list (Sprint/Nextel).
It's funny, but I remember when I was a young sales rep (selling consumer data and processing services to large mailers). I used to use lists like this as my prospecting goldmine. If I could sell my stuff to these high-volume mailers, I'd be sure of a good year; I'd make lots of commission.
Now, I look at these types of lists with a different perspective. I wonder how (or if) they are using other channels. How are they managing channel conflict? Are they thinking about social marketing? How are they using interactive? How many trees are they killing with all this mail? Why are their mailing volumes so high--could they cut out some of the volume through more sophisticated targeting and segmentation?
So, today's question--is it a good thing or a bad thing to appear on this list of high-volume direct mailers?
P.S. If you have a hard time finding the download for the list on the link I supplied, just let me know and I'll e-mail you the PDF.