Spotlight on the Top 10 Mailers of 2013

1. American Express Co.
American Express Co. is a huge mailer—in part because it owns several cards, including the Gold Card, the regular American Express Card, the Business Platinum Card, the new Blue Card, and affinity cards such as with Delta Air Lines. In the last 12 months alone, WMW has received 103 mailings. Overall, in the database, WMW has 4,254 mailings and 1,816 of those are controls. In other words, 43 percent of American Express’ mailings have been mailed before, so clearly the company is finding out which mailings are working well and putting them in the mailstream again.

One such mailing is the Blue Card pocket envelope, a new format that a few financial mailers along with nonprofits are using. Attempting to compete with Discover Card, the Blue Card trumpets its cash back rewards throughout the mailing, including the back of the oversized 4-3/4 x 10 blue outer (which gets noticed in mailboxes). Opening the envelope spot-glued on the sides reveals two horizontal panels that fold out like a brochure and that showcase the cash back rewards, then a pocket reveals a personalized letter along with several calls to action.

2. L.L. Bean
L.L. Bean is the second most dominant mailer for much the same reason that American Express is: It goes out in many different variations. In L.L. Bean’s case, that means the usual seasonal catalogs, but also Direct to Business as well as “Home,” “Women” and “Men” catalogs. In the last 12 months, WMW has received 76 catalogs. Overall, 1037 catalogs appear in the database and 260 are controls, which is exactly 25 percent and which is a fairly high percentage for a catalog.

The Summer 2013 catalog uses the ever-popular “FREE SHIPPING” offer, but this time with “no minimum order, no end date.” That, alongside a $250,000 sweepstakes offer in combination with the L.L. Bean Visa card, makes this catalog a winner in the eyes of most prospects.

3. Chase Manhattan Bank
Again, affinity is the theme of the day, as here Chase Manhattan Bank is so present in the mailstream because of its many credit cards, including the Freedom Card, the Slate Card, the new Ink Card (competing with the Blue Card and Discover Card), and several affinity cards (Marriot Rewards, United MileagePlus, Disney Rewards, etc.). Like some other financial services mailers, Chase Manhattan Bank is also active in all types of direct mail: acquisition, expiration, retention and upgrade mailings.

Overall, WMW registered 1,950 mailings and a very high number of those (949) are controls—49 percent! These include Chase’s banking mailings, such as a simple effort for a saving account and a “$100 Bonus Coupon” inside.

4. Citibank
Three out of the top four mailers are financial services companies, and the reason has become clear by now: affinity relationships. Citibank’s army includes Preferred card, AAdvantage World Mastercard, Diamond Preferred MasterCard, Amazon and more. 2001 mailings are cataloged in WMW, and 948 are controls—47 percent, another high figure. These mailings include a self-mailer format for a Citibank checking account that offers $300 in gift cards.

5. AAA
If you drive a car, chances are you’re received a direct mail invitation to join AAA, the auto-travel club that also offers auto and life insurance. It bombards the average mailbox with a variety of formats and envelope sizes, and nearly half (391 out of 807 total mailings) are controls. One such mailing is a “Grand Control” (mailed for three years or more), the #10 with the copy “OFFICIAL NOTIFICATION: You are a Member as of Today.” A window shows a temporary membership card inside, the classic “hot potato” that gets prospects to open the envelope.

6. Lands’ End
Like L.L. Bean, Lands’ End sends out seasonal catalogs alongside versions for men, “Friends & Family,” and “Business Outfitters.” But unlike L.L. Bean, most of its catalogs are entirely new efforts—only 401 of its 1,383 mailings (29 percent) in WMW are controls. Besides using “free shipping” as an incentive to buy, it also offers a hefty percentage—40 percent—off select styles.

7. Capital One
The issuer and marketer of Visa and MasterCard brand credit cards, Capital One got even bigger in 2012 with the acquisition of the bank ING Direct. Borrowing from ING Direct’s successful marketing style, copy and imagery is used in clever ways, such as the teaser, “Oh, snap. Deposit checks from anywhere with 360 checking.”

8. Verizon Communications
Telecom companies continue to grow in the marketing space because of how much they can provide the consumer today: online, local, long distance and wireless services. Thus, telecom companies flood the mailstream with different offers, such as the popular “triple play” from Verizon—which also uses a hot potato $300 “reward card” to entice the prospect. With so many new offers, it’s no wonder that most of Verizon’s mailings are new. Indeed, only 158 of their 779 mailings cataloged in the WMW have been mailing before, which is only 20 percent.

9. GEICO Direct
The insurance industry has always had a dominant presence in the mailstream, so it’s not unusual that an insurer ranks in the top 10 of the top mailers. While GEICO Direct is the third-largest private auto insurance company in the U.S., its No. 1 in direct mail volume. More than a dozen packages have been so successful that they qualify as Grand Controls. Indeed, 428 of its 692 mailings cataloged in WMW are controls—an outstanding 62 percent rate.

10. Omaha Steaks
Just in case you thought the Top 10 was only going to be huge industries, along comes Omaha Steaks in the foods category. One of the most adept direct mailers around, Omaha Steaks constantly varies the formats and colors for its mail—yet remains very consistent with outstanding premiums, special offers and deals. In fact, Omaha Steaks is the master of the “free gift” and often gets prospects started for that reason alone. In addition, it capitalizes very well on holidays, such as Easter, July 4 and even Black Friday.

Ethan Boldt is the chief content officer of Direct Marketing IQ, which provides direct marketing resources, such as Who’s Mailing What! and the Direct Marketing IQ Bookstore. Reach him at eboldt@napco.com.