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While the entire mailstream also hit a record high for personalization (38 percent), the 60 percent figure shows you how valuable this tactic is for fundraisers.
4. Surprising Increase in Larger Formats
This time, examining all direct mail showed that the usage of envelopes smaller than 6" x 9"s stayed constant over the past two years. The only change was an increase in larger-sized formats (bigger than 6" x 9"s), by 9 percent, with larger formats taking up a quarter of the mailstream with a big contribution from the fundraising industry.
5. Is the Self-Mailer Craze Over?
Okay, it wasn't exactly a craze, as only 4 percent of fundraising efforts used the self-mailer format last year. However, that represented a 12 percent increase from 2009. With the letter package usually the mainstay among most campaigns and freemiums also a significant part of many as well, were we getting a glimpse of the future format?
No. The rate slipped back down, by 21 percent, in 2011 - and that mirrors the overall mailstream, where self-mailer popularity is down.
Ethan Boldt is the chief content officer of DirectMarketingIQ, which earlier this year published the comprehensive report "The Art & Science of Multichannel Fundraising." These trends were developed from the Who's Mailing What! Archive, the world's most complete library of direct mail. Click here to find out more. Ethan can be reached at eboldt@napco.com.
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Secrets of Direct Marketing Testing
PURLs for Profit
