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Fundraising and Financial Services Top the Premium Usage for 2013

by Cheryl Cagle June 5, 2014

Tote bags, reports, books, prepaid/gift cards and points are a few of the premiums used in 1,395 direct mail offers, or 15.8 percent, received by Who's Mailing What! in 2013.

Nonnprofits/Fundraising topped the chart with 365 offers using premiums, 85 of which were for tote bags. The World Wildlife Fund enticed donors with the offer of "a set of 4 FREE WWF Tote Bags." Other premiums used for this category were blankets, books, water bottles, plush toys, t-shirts and umbrellas.

2013 Premiums
[+] click to enlarge

Points and bonus miles dominated Financial Services, accounting for more than half of the 311 offers using premiums. Chase Manhattan Bank, Third Federal Savings & Loan and Travis Credit Union offered gift cards for Home Depot and Disney, while Heartland Bank and Trust Co. offered a collapsible chair for opening a new checking account.

In addition to prepaid and gift cards, premiums used in the 272 Retail offers included panties (Victoria's Secret), burgers (Omaha Steaks), jewelry (Pandora and Stauer), a coat (Woman Within) and mystery gifts (Haband Co., New York Mint and Schweitzer Linens). A Wegmans mailpiece received in March 2013 read "Chat w/Pharmacist & Get a Free $6 Meal."

Reports and books made up 47 percent of the premiums used in the 257 Publishing offers received.  Other premiums used were bags, calendars, t-shirts, watches, jackets (Sports Illustrated) and USB car charger (Motor Trend Magazine).

In the Telecom/Technology sector, there were 107 offers using premiums and most of these were prepaid/gift/reward cards. The remaining 6 percent of direct mail pieces received in 2013 using premiums included 14 Insurance, 37 B-to-B and 33 Travel offers.

To see details on use of premiums in direct mail log into www.whosmailingwhat.com. If you're not a member, visit www.whosmailingwhat.com/learnmore.

Cheryl Cagle is research analyst/database editor for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Reach her at ccagle@napco.com.


 
 
 

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