Nielsen What's hot in direct mail – 2009 round-up

Our consumer panel has been busy all year, telling us what they like about their post, so we've put together a round-up of the best mailers to hit people's doormat, from October 2008 to October 2009.

Insurers clinched the two top spots - Churchill's cold mailer tempting customers to switch from their existing provider with a 50% discount on their home insurance; lesser-known brand Zurich came a close second to the cheeky Churchill bulldog, this time offering £50 off car insurance. Cost-conscious customers couldn't help but respond to these inflation-busting offers.

Tesco's Clubcard discounts are always a big hit, so naturally scored highly with shoppers, while Dollond and Aitchison was a surprise entry with its free eye test door-drop and cash back offer.  

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

• Churchill's door drop to prospective home insurance customers  - Feb 09
• Zurich connect's cash-back offer to car insurance prospects - May 09 
• Tesco's discount vouchers sent to Clubcard holders - May 09 
• Unilever's prospect promotion of its scented laundry products - Oct 09
• Cancer Research's door-drop for donations to its research programme - Feb 09 
• Waitrose's customer promotion of its new Essentials range - Oct 09 
• Zurich connect's second offer for car insurance prospects - May 09
• Four Paws' supporter fundraiser for this stray animals charity - Oct 09 
• Virgin Media - prospect leaflet for the media company's broadband package - May 09 
• Dollond & Aitchison's door drop promotes free eye tests - Sept 09
  

Who votes for the top 10 in direct mail?

Nielsen's What's hot in direct mail is a unique new ranking of the UK’s top 10 direct mail campaigns, voted for each month by an independent panel of 10,000 UK consumers. Download the PDF for the full results.

Read previous Nielsen What's hot in direct mail reports

What's hot in direct mail October 2009,  August 2009, July 2009, June 2009, May 2009