Nielsen What's hot in direct mail – January 2010

Our independent consumer panel has been back in action, telling us what they liked about the post they received in January 2010, and it seems big discounts and vouchers were flavour of the month yet again.

There was a noticeable absence of big brands this month, as Scottish butchers Donald Russell came up trumps with a mailing offering existing customers discounts on its organic meats, alongside a chance to win £1,000 worth of products in exchange for their email address. A neat exercise in data capture.

Runner-up women's clothing company David Nieper took second place with a promotional mailer tempting home shoppers to take advantage of its discounted prices.

Mail order was definitely the channel of choice for January. Catalogues clinched most of the top 10 spots, whether it was women's clothing, Royal Crown Derby china or jewellery. Advance Planning and Age Concern's joint funeral planning scheme was the only charity communication to make this month's chart.

Check out the rest of Nielsen's top 10 in direct mail:

• Donald Russell organic butchers - customer mailing

• David Nieper women's clothing - prospect catalogue

• Patra Selections women's clothing - prospect catalogue

• Peter Jones China - prospect mail order

• Goviers Sidmouth - customer mailing

• Farmfoods - door drop

• Ardington jewellery - prospect mailing

• Serious Readers - customer mailing

• Advance Planning - Age Concern funeral planning - prospect mailing

• BSkyB - door drop 

Read previous Nielsen What's hot in direct mail reports

What's hot in direct mail Annual Review 2008-2009, October 2009,  August 2009, July 2009, June 2009, May 2009