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Five-Year Category Trends
Services
Mailings in the Services category remained more or less stable in 2007, overall representing 32% of total mailings - the single largest mailer category in Canada..
Subscriptions
The Subscription category remained at a steady volume, representing 12% of overall volumes. While publishing has not been a top mailing category since the late 1990s, subscription marketing remains an important part of the direct mail landscape in Canada.
Business Products
With the Business-to-business category holding strong at 5% of volumes, B2B marketers continue to experience good return on investment in the Canadian direct marketing space.
Fundraising
Again this year, Fundraisers increased their activity to approach the historic highest volumes of 25% in 2003. In general, fundraisers are critical to the Canadian direct marketing market, and represent the second largest category of mailings in Canada. We expect this category to continue to grow in importance as the Canadian fundraising sector grows more dynamic and robust.
Seminars
Seminar category continued to decline this year, representing just 3% of total mailings in Canada in 2007.
Consumer Products
Consumer Products has levelled off to 2003 levels, but remains strong as the third largest mailer category, following closely on the heels of Fundraising.
Contests/Lotteries
The Contests/Lotteries category accounted for less than 1% of total mailer volumes in Canada in 2000.
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