Nielsen What's hot in direct mail - April 2010

Customer acquisition is big on the agenda for most of our top 10, spanning garden stores to insurers and holiday companies. Interestingly, this reflects recent Marketing Society research which reveals that 43% of marketing directors will focus on finding new customers for the next six months.

But our big winner for April was Oxfam's eyecatching mailing to supporters. Inside the bright pink envelope, the charity's quarterly newsletter featured photos from Rankin, plus coupons and calls to action to persuade donors to give a little extra help, as well as update their personal data.

Customer win-back makes an important appearance, courtesy of the Thompson & Morgan mail order catalogue to 'quiet' customers. Discounts of up to 50% on some products are a compelling incentive to tempt back lapsed shoppers to the garden store.

Check out April's top 10

Read previous Nielsen What's hot in direct mail reports

What's hot in direct mail January 2010, February 2010, March 2010,  Annual Review 2008-2009, October 2009, August 2009, July 2009, June 2009, May 2009