Mailers that have typically chosen December as a must-mail month are increasing volume at other times of the year.
The health and personal care markets, which preferred December as the premiere time slot, now rank the holiday month third after July and September, according to a recently published seasonality study conducted by Paradysz Matera, New York.
The study also found that lifestyle and entertainment categories now rank December fourth in mailing priority, and that consumer magazines have also begun to edge away from December, with June being the second most popular month to mail.
“For many marketers, the tradition of mailing twice a year puts an enormous amount of pressure on December results,” Charles Teller, executive vice president for Paradysz Matera said. “Many have found it necessary to spread that risk by mailing throughout the year.”
June saw a dramatic volume increase from the business/finance sector, while March has now replaced October as the key month for general merchandise. Volume from fundraisers continues to rise in October, with January and September following close behind. May remains fundraisers least favorite month to mail.
The study measures monthly direct mail activity for 11 consumer product categories and markets including consumer magazines, fundraising and general merchandise. Market categories range from business and finance to family. This year’s study details mail patterns from 1997 to 1999 and includes a three-year average.
Results of the study are available free at http://www.paradyszmatera.com.
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