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.
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.
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 email@example.com.