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Five-Year Category Trends
Services
Mailings in the Services category declined in 2010, overall representing 21% of total mailings. However the category remains the second largest mailer category in Canada.
Subscriptions
The Subscription category experienced a lift in 2010, representing 18% of overall volumes. While publishing has not been a top mailing category since the late 1990s, circulation marketing remains an important part of the direct mail landscape in Canada; representing the third largest mailing category.
Business Products
The Business-to-business category experienced another year over year decline; representing 3% of total volume in 2010. B2B marketers however, continue to experience good return on investment in the Canadian direct marketing space.
Fundraising
Fundraisers continued to actively mail in 2010, reaching the highest category to date; 37% of total mailings. As predicted, this category continues to grow in importance as the Canadian fundraising sector becomes more dynamic and robust.
Seminars
The Seminar category remained largely flat this year, representing just 5% of total mailings in Canada in 2010.
Consumer Products
Consumer Products experienced a decreased in volume in 2010. Market share volumes in this category continue to be lower to those of 2006.
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