Segment: Brokerage
Publication date: Friday, February 26, 2010
# Pages: (37 pages)

Abstract | Table of Contents

While electronic communications have become popular and commonplace over the years, traditional mail still offers certain advantages – such as allowing firms to focus on the look, feel and presentation of marketing items – and should not be overlooked entirely.

This report looks at promotional and marketing-related items that Broker Monitor firms have sent to clients over the past year, focusing particularly on standalone mailings and statement stuffers.

Sixteen-percent of all marketing-related mailings that we received over the past year were either newsletters or client magazines. Most came directly from the firms, but our financial advisor at one firm sent his own monthly mailing to his clients. The next most common type of mailing was online tool promotions, with 12% of all mailings falling into that category.

The firm that makes the most use of mail for promotional and marketing-related purposes sent 25 mailings over the past year, consisting of both standalone mailings and statement stuffers. Only three firms in our coverage group sent no items by mail in the last year.

Subjects

Marketing, cross-selling

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