 |
2010 Annual Seasonality Analysis
|
|
Total Offers Mailed in Canada by Category 2009 vs. 2010
| Categories |
2010 |
2009 |
| Contests/Lotteries |
0.06%
|
0.08% |
| Products - B |
3.35% |
5.11% |
| Seminars |
4.45% |
4.23% |
| Fundraising |
37.48% |
34.91% |
| Products - C |
15.50% |
17.27% |
| Subscriptions |
17.72% |
13.25% |
| Services |
20.65% |
24.30% |
Consumer Products Increases Slightly
The Consumer Products category dropped to the fourth-largest mailer category in 2010. Lacking buoyancy, this category decreased slightly in 2010 by 2%.
Fundraising Takes Over as Top Mailer Category
Fundraising has reached a historic high as the single largest mailer category, representing over 37% of all volume mailed in Canada. The current volume in this category reflects the growing importance of the charitable sector in Canada, as well as its rising significance in the direct mail industry.
Contraction in the Services Category Continues
The services category continues to decline year over year. Although volumes in this category are still significant as the second largest mailer category, representing 21% of all mail volume across the country.
Subscription Shows Growth
The Subscriptions category experienced a lift over the course of 2010, standing at over 18% of the total volume mailed.
Seminars Continue to Remain Low
Although slightly higher than 2009, the Seminar category continues to be the second lowest category, now representing 5% of total volume mailed in 2010.
E-Mail Marketing
E-mail's Growth Holds Strong
As e-mail marketing becomes more viable, reliable and measurable, it continues to rise in importance for both prospecting and communicating with customers. The cost of e-mail rental continues to decline slightly, and there is little doubt that more and more marketers will continue to experiment with this channel as a prospecting tool. |
