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- 193,538 mail pieces studied in this market
- 15–20 common creatives with examples
- Formats, offers, ways the offer builds trust, ways to respond, and ideas to test
Retail direct mail,
explained.
The expanded catalog includes 193,538 eligible retail pieces, with 193,520 analyzed across 16,042 observed sender labels. The median piece is 2 pages. Use this guide to plan one clear control and one-variable tests.
For a shopper considering one offer, this piece helps them understand where to use it, when it expires, and what to do next.
easy to act on.
Who it is for
What it offers
How to respond
Source: Expanded Retail sector extract from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.
What retail mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a shopper decide whether to visit, click, or order with one offer.
The main problem
Offer clutter, expired dates, and landing pages that do not match the piece.
The safest first move
Use this first message plan: Offer, item, place, date, exclusion, action. Folded Self-Mailer / Short Brochure is the leading observed format at 41.3% in this retail catalog. Choose it only when it fits the reading job.
Counts describe observed mail, not results. These figures are not response rates, conversion rates, lift, cost, or return on investment.
Know the exact retail market
Start with the narrowest reliable market before you use a broad sector average.
Retail is a wide sector. Pick the category before you borrow a sector average. Sendvo does not have a consumer-services or home-services industry guide.
This page uses the complete Retail industry table: 193,538 eligible pieces, 193,520 analyzed records, and 16,042 observed sender labels.
Pieces found by market
See the market table and how to use it
| Market | Pieces | Share | Sender labels | What it means |
|---|---|---|---|---|
| Home | 22,694 | 11.7% | 2,762 | Largest named category. |
| Foodservice | 20,957 | 10.8% | 2,049 | Closest live Sendvo child is restaurants-retail. |
| Home Improvement | 17,871 | 9.2% | 4,101 | Not the consumer-services page. |
Use the narrowest reliable market row for the campaign. Parent-sector patterns stay labeled as parent context.
Start with the reader and the moment
A useful message begins with a real reason for the mail to arrive now.
A real reason to arrive
shopper with a coupon
A clear concern
an offer that is expired in-store
A small next step
Shop, visit, or order. Keep one primary path.
“For a shopper considering one offer, this piece helps them understand where to use it, when it expires, and what to do next.”
Use this sentence in the campaign brief. If it names several unrelated audiences, split the campaign.
See the computer-assigned audience and buying-stage labels
These labels come from words found in the mail. They do not come from verified mailing lists.
| Audience label | Pieces | Share |
|---|---|---|
| Homeowner Or Household | 53,029 | 27.4% |
| Existing Customer | 29,386 | 15.2% |
| New Prospect | 25,975 | 13.4% |
| Borrower Or Credit Seeker | 16,417 | 8.5% |
| Traveler Or Guest | 9,469 | 4.9% |
| Small Business | 7,140 | 3.7% |
| Lapsed Or Winback | 6,325 | 3.3% |
| Donor Or Supporter | 5,156 | 2.7% |
| Older Adult Or Retiree | 4,938 | 2.6% |
| Buying-stage label | Pieces | Share |
|---|---|---|
| Decision Or Action | 138,821 | 71.7% |
| Awareness Or Education | 52,087 | 26.9% |
| Consideration Or Comparison | 44,204 | 22.8% |
| Retention Or Cross Sell | 17,237 | 8.9% |
| Renewal or win-back | 15,369 | 7.9% |
Four common ways retail mail starts the conversation
Use these patterns to understand the market. Do not copy them without a reason.
A message pattern is the order of the offer, proof, and next step. These patterns come from this retail catalog. They show what appeared often. They do not show what worked.
Lead with a real incentive
Use when a bonus or gift is the reason to act.
Watch for: The bonus can hide fees or eligibility.Renew or win back a customer
Use when the reader already has a relationship.
Watch for: Sounds like cold acquisition if the account context is missing.Explain first, then ask for one action
Use when this sequence fits better than the leading cluster.
Watch for: Interchangeable if you copy the category wholesale.Mission Or Donation Appeal
Use when the next step is a gift or membership.
Watch for: Wrong control for a financial product.See all message-pattern data
| Message pattern | Pieces | Share |
|---|---|---|
| Lead with an incentive | 154,287 | 79.7% |
| Renewal or win-back | 14,642 | 7.6% |
| Explain, then ask for one action | 8,357 | 4.3% |
| Mission Or Donation Appeal | 5,728 | 3.0% |
| Rate Led Financial Acquisition | 4,114 | 2.1% |
| Trust Led Education | 3,131 | 1.6% |
| Quote or consultation | 2,266 | 1.2% |
| Deadline Driven Offer | 724 | 0.4% |
| Customer Cross Sell Or Service | 271 | 0.1% |
Use the leading pattern as a control only when it matches the reader and the next step.
16 common direct-mail designs in Retail mail
See how common Retail mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
SiriusXM renewal and savings letter
Branded envelope, long-form renewal letter, discounted plan panel, and online response.
Observed in at least 285 unique pieces -
Bed Bath & Beyond 20% coupon mailer
Blue-and-white coupon panel, large percentage-off offer, in-store or online redemption, and product promotion.
Observed in at least 281 unique pieces -
Chewy pet-supplies welcome package
Bright multi-page pet offer, dollar-off incentive, product imagery, free-shipping message, and order path.
Observed in at least 238 unique pieces -
Wayfair first-order home-furnishings offer
Lifestyle room photography, first-order percentage-off offer, room categories, and online code.
Observed in at least 198 unique pieces -
ADT home-security bundle offer
Dark blue price-led package, free equipment bonuses, monthly monitoring rate, and phone response.
Observed in at least 162 unique pieces -
Ashley furniture seasonal discount package
Room photography, prominent discount offer, seasonal furniture scenes, and store or online action.
Observed in at least 156 unique pieces
See all 16 common creatives
-
Bed Bath & Beyond percentage-off coupon package
Coupon sheet paired with an oversized percentage-off panel and in-store or online redemption.
Observed in at least 156 unique pieces -
Chewy pet-coupon self-mailer
Two-page pet imagery, dollar-off coupon, product grid, shipping message, and online order path.
Observed in at least 153 unique pieces -
Wayfair registry and seasonal offer
Room and registry imagery, signup or seasonal discount, product highlights, and online redemption.
Observed in at least 147 unique pieces -
InkPixi personalized apparel order form
Order-form letter, personalized product preview, apparel imagery, size and order details, and URL response.
Observed in at least 144 unique pieces -
Bed Bath & Beyond percentage-off coupon card
Coupon-focused two-page layout, savings choice, bold blue creative, and in-store or online response.
Observed in at least 139 unique pieces -
SiriusXM extended free-month renewal package
Multi-page renewal letter, free-month savings comparison, plan chart, and online response.
Observed in at least 134 unique pieces -
Meijer seasonal loyalty savings package
Branded envelope, seasonal food and household imagery, anniversary or percentage-off offer, and digital coupon path.
Observed in at least 132 unique pieces -
SiriusXM free-months upgrade package
Multi-page renewal notice, free-month headline, plan comparison, and online response.
Observed in at least 122 unique pieces -
Wayfair home-furnishings seasonal offer
Lifestyle room photography, first-order percentage-off code, brand and collection highlights, and online response.
Observed in at least 113 unique pieces -
ADT free-sensor home-security offer
Blue-and-yellow price-led package, free sensor and gift-card message, monthly rate, and phone response.
Observed in at least 107 unique pieces
Each design groups similar mail pieces. The count covers the reviewed set, so the true total can be higher. A common design is not a proven winner.
Choose a format that fits the reading job
The leading format comes from this retail catalog. It is not a performance result.
Folded Self-Mailer / Short Brochure
This is the leading format in this retail catalog. Use it as a control only when the reader needs that amount of explanation.
Retail pieces have a median length of 2.0 pages and 731.0 characters per page. Median response-step complexity is 4.00; median disclosure balance is 0.211.
Compare all observed format labels
These are computer-assigned format labels. They are not production specifications.
| Format label | Pieces | Share |
|---|---|---|
| Folded Self-Mailer / Short Brochure | 79,880 | 41.3% |
| Envelope + Letter + Inserts | 51,342 | 26.5% |
| Envelope + Letter/Insert | 45,655 | 23.6% |
| Short Multi-Component Package | 6,312 | 3.3% |
| Multi-Page Letter / Brochure | 6,212 | 3.2% |
| Booklet / Catalog | 2,742 | 1.4% |
| Single-Piece Mailer; Geometry Unavailable | 1,376 | 0.7% |
| Uncertain Physical Format | 1 | 0.0% |
Build the piece in a clear reading order
Each part of the package should answer one question for the reader.
Envelope
Show relevance. Do not place the full sales claim outside.
Opening
Name the reader and the reason for contact.
Offer
State offer, store, code in one clear reading path.
Proof
Use price, product detail, local store, and a limited guarantee only when true.
Next step
Shop, visit, or order. Keep one primary path.
Disclosures
Place an important limit near the claim that it changes.
See the observed page and component labels
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 193,519 | 100.0% |
| State the offer | 185,319 | 95.8% |
| Ask for a response | 183,960 | 95.1% |
| Address a concern | 179,323 | 92.7% |
| Give proof or reassurance | 119,863 | 61.9% |
| State limits or disclosures | 114,490 | 59.2% |
| Explain Or Support | 67,551 | 34.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 96,997 | 50.1% |
| Outer Envelope | 96,997 | 50.1% |
| Self Mailer Body | 79,880 | 41.3% |
| Insert Or Terms Pages | 60,296 | 31.2% |
| Voucher Coupon Or Certificate | 37,974 | 19.6% |
| Undetermined Component | 5,084 | 2.6% |
| Reply Device | 2,884 | 1.5% |
| Booklet Or Catalog Body | 2,742 | 1.4% |
| Card Carrier Device | 1,536 | 0.8% |
Use plain language and complete claims
The reader should not need retail expertise to understand the offer.
Write from the reader’s decision. Do not write from the company structure. Use common words. Define a specialist term the first time you use it.
Huge savings on everything. Shop now!
Use this offer on [item or category] at [store or URL] by [date]. Exclusions are printed next to the offer. One path: [visit / code / URL].
Useful sentence patterns
- Get [offer] on [item] at [place] by [date].
- When [season or need], use [offer] at [store or URL].
See the observed message-sequence labels
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Next Step → Qualification | 15,229 | 7.9% |
| Offer → Next Step | 13,632 | 7.0% |
| Offer → Next Step → Qualification → Proof | 13,142 | 6.8% |
| Offer → Next Step → Proof → Qualification | 9,412 | 4.9% |
| Next Step → Offer → Qualification | 9,382 | 4.8% |
| Next Step → Offer | 9,177 | 4.7% |
| Offer → Qualification → Next Step | 8,995 | 4.6% |
| Offer → Qualification → Next Step → Proof | 8,541 | 4.4% |
| Next Step → Offer → Qualification → Proof | 7,943 | 4.1% |
| Offer → Next Step → Proof | 7,224 | 3.7% |
| Next Step → Offer → Proof → Qualification | 5,817 | 3.0% |
| Offer → Proof → Next Step → Qualification | 5,390 | 2.8% |
| Proof → Offer → Next Step → Qualification | 4,799 | 2.5% |
| Next Step → Offer → Proof | 4,277 | 2.2% |
| Next Step → Proof → Offer → Qualification | 3,725 | 1.9% |
| Next Step | 3,576 | 1.8% |
| Offer → Proof → Next Step | 3,563 | 1.8% |
| Proof → Next Step → Offer → Qualification | 3,553 | 1.8% |
| Proof → Offer → Next Step | 3,409 | 1.8% |
| Offer | 3,118 | 1.6% |
| Offer → Qualification → Proof → Next Step | 2,527 | 1.3% |
| Qualification → Offer → Next Step | 2,416 | 1.2% |
| Offer → Proof → Qualification → Next Step | 2,352 | 1.2% |
| Qualification → Offer → Next Step → Proof | 2,308 | 1.2% |
| Proof → Next Step → Offer | 2,304 | 1.2% |
| Next Step → Proof → Offer | 2,278 | 1.2% |
| Proof → Offer → Qualification → Next Step | 2,195 | 1.1% |
| Next Step → Qualification → Offer | 2,135 | 1.1% |
| Offer → Qualification | 1,710 | 0.9% |
| Next Step → Qualification → Offer → Proof | 1,665 | 0.9% |
| Informational Or Unclear | 1,375 | 0.7% |
| Next Step → Qualification → Proof → Offer | 1,279 | 0.7% |
| Offer → Proof | 1,161 | 0.6% |
| Qualification → Next Step → Offer → Proof | 1,101 | 0.6% |
| Qualification → Next Step → Offer | 1,080 | 0.6% |
| Next Step → Proof | 1,009 | 0.5% |
| Next Step → Proof → Qualification → Offer | 853 | 0.4% |
| Proof → Next Step | 790 | 0.4% |
| Qualification → Offer → Proof → Next Step | 748 | 0.4% |
| Proof → Offer | 735 | 0.4% |
| Proof → Next Step → Qualification → Offer | 726 | 0.4% |
| Offer → Next Step → Qualification → Proof → Problem | 661 | 0.3% |
| Proof → Qualification → Offer → Next Step | 598 | 0.3% |
| Offer → Qualification → Proof | 514 | 0.3% |
| Next Step → Qualification → Proof | 486 | 0.3% |
| Next Step → Offer → Qualification → Proof → Problem | 482 | 0.2% |
| Offer → Next Step → Proof → Qualification → Problem | 482 | 0.2% |
| Proof | 453 | 0.2% |
| Proof → Qualification → Next Step → Offer | 450 | 0.2% |
| Next Step → Qualification | 434 | 0.2% |
Keep the offer in one place
A clear offer states the value, the action, the timing, and who can use it.
Keep these four parts in one reading path. The offer becomes hard to understand when the reader must search for a limit or a deadline.
See offer and qualification data
| Offer label | Pieces | Share |
|---|---|---|
| Price Or Payment | 169,791 | 87.7% |
| Discount Or Savings | 141,329 | 73.0% |
| Free | 105,095 | 54.3% |
| Reward Or Bonus | 44,122 | 22.8% |
| Appointment Or Event | 29,893 | 15.4% |
| Rate Or APR | 5,083 | 2.6% |
| Bundle | 4,893 | 2.5% |
| Donation Match | 165 | 0.1% |
| Fee Waiver | 132 | 0.1% |
| Qualification level | Pieces | Share |
|---|---|---|
| Low | 110,283 | 57.0% |
| Moderate | 50,163 | 25.9% |
| High | 23,892 | 12.3% |
| None Or No Offer | 9,182 | 4.7% |
Connect every claim to proof
Trust grows when a claim, its evidence, and its limit stay together.
What do you want the reader to believe?
What fact, credential, or process supports it?
What condition changes the meaning?
Assign an owner to every important claim before design begins. Keep the evidence file, the limit, and the approval date with the claim.
See proof and objection data
| Proof label | Pieces | Share |
|---|---|---|
| Testimonial | 50,029 | 25.8% |
| Local Presence | 44,861 | 23.2% |
| Credentials Or Certification | 34,762 | 18.0% |
| Guarantee or reduced risk | 25,234 | 13.0% |
| Tenure Or Experience | 24,781 | 12.8% |
| Security Or Privacy | 22,071 | 11.4% |
| Rating Or Award | 20,349 | 10.5% |
| Process Explanation | 3,812 | 2.0% |
| Product Or Service Detail | 2,448 | 1.3% |
| Customer Or Scale Count | 207 | 0.1% |
| Concern addressed | Pieces | Share |
|---|---|---|
| Price Or Affordability | 147,172 | 76.0% |
| Time Or Urgency | 128,929 | 66.6% |
| Eligibility Or Qualification | 56,633 | 29.3% |
| Effort Or Convenience | 44,592 | 23.0% |
| Risk Or Security | 44,319 | 22.9% |
| Trust Or Credibility | 38,066 | 19.7% |
| Switching Or Change | 14,461 | 7.5% |
| Commitment Or Contract | 9,136 | 4.7% |
Design for a quick household scan
Use layout to reduce uncertainty. Do not use decoration as proof.
Review the printed piece at its real size. Also hold it at arm’s length. Check it under normal household light.
See observed visual labels
A visual label means the system found an image idea near text. It is not a pixel measurement.
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 193,428 | 99.9% |
| Product Or Service Text Adjacent | 98,951 | 51.1% |
| People Or Lifestyle Text Adjacent | 73,874 | 38.2% |
| Diagram Or Comparison Text Adjacent | 21,768 | 11.2% |
| Balanced Image Copy | 80 | 0.0% |
| Copy Led | 11 | 0.0% |
Use personal data only when it helps
Relevance comes from the reason for contact, not from a printed name alone.
Use personal data only when it is accurate, useful, and suitable for the message. Do not expose sensitive information on the envelope.
Connect each personal fact to a useful reason for contact. Create a safe fallback for every missing field. Print and check every variable version.
See observed personalization labels
| Personalization label | Pieces | Share |
|---|---|---|
| Local Or Geographic | 46,089 | 23.8% |
| Unique Code Or Web Address | 21,342 | 11.0% |
| Named Representative | 14,745 | 7.6% |
| Named Recipient Or Salutation | 14,338 | 7.4% |
| Customer Or Account Context | 11,384 | 5.9% |
| Deadline Or Renewal Date | 7,625 | 3.9% |
| Product Specific Recommendation | 5,913 | 3.1% |
| Selected Or Prequalified | 517 | 0.3% |
Named-recipient language is 7.4% of pieces and 7.2% on an equal-brand mean.
Large mailers can inflate the piece-weighted rate.
Name-on-the-letter is not a strategy.
Give the reader one main next step
Two response paths can work together when one is clearly primary.
79.7% in this retail catalog. Observed frequency does not set its role in your brief.
57.6% in this retail catalog. Choose one primary path for the campaign.
One primary path. QR and URL must land on the same offer.
See response-path and next-step data
| Response path | Pieces | Share |
|---|---|---|
| Web Address | 154,223 | 79.7% |
| Shop Or Order | 111,431 | 57.6% |
| Apply Or Enroll | 89,733 | 46.4% |
| Phone | 81,149 | 41.9% |
| Appointment Or Quote | 31,892 | 16.5% |
| Store Or Location | 26,870 | 13.9% |
| Donation | 4,752 | 2.5% |
| Qr | 4,337 | 2.2% |
| Reply Mail | 2,884 | 1.5% |
| Main next step | Pieces | Share |
|---|---|---|
| Web Address | 60,804 | 31.4% |
| Shop Or Order | 55,950 | 28.9% |
| Phone | 29,178 | 15.1% |
| Apply Or Enroll | 20,105 | 10.4% |
| None Detected | 10,589 | 5.5% |
| Appointment Or Quote | 7,581 | 3.9% |
| Store Or Location | 7,238 | 3.7% |
| Donation | 1,091 | 0.6% |
| Qr | 802 | 0.4% |
| Reply Mail | 182 | 0.1% |
Make the claim clear before you add the disclosure
A limit should explain a true claim. It should not rescue a misleading one.
The main claim must be true on its own. Place a material limit where the reader will see it with the claim.
Review these topics
- offer dates
- exclusions
- pricing
- store limits
This guide is not legal advice. It does not promise response, sales, revenue, cost savings, or return on investment. The sender owns every claim, offer, term, and outcome measure.
See disclosure-balance data
| Disclosure balance | Pieces | Share |
|---|---|---|
| Promotion and limits are balanced | 92,152 | 47.6% |
| Promotion is more prominent | 76,808 | 39.7% |
| Little promotion or qualification | 17,006 | 8.8% |
| Disclosure Heavy | 7,554 | 3.9% |
Mail for a real retail moment
Plan from the in-home date. Use urgency only when the deadline is real.
Choose the date when the household should receive the mail.
Allow time to read, compare, and ask questions.
Use a real deadline only when the offer has one.
Keep the mailed promise in the quote page and call.
Plan from a real in-home date before the offer expires. Build backward from that date.
Time comparisons use only 1,242,943 records with a usable date (56.1459% of the eligible catalog). The remaining 970,831 records stay in full-catalog counts but do not enter time comparisons. Treat any time pattern as descriptive, not causal.
Follow useful category rules, then make one clear difference
A strong difference helps the reader understand or trust the offer.
The largest senders can make a design choice look common. Compare the number of pieces with the number of sender labels that use the same choice.
Use one clear audience, useful proof, and one main response path.
A focused-offer market. Self-mailers lead; packages still exist for explanation.
Do not use a louder claim only to look different.
See sender concentration measures
The data has 16,042 sender labels.
The ten largest sender labels in this retail catalog account for 16.6% of pieces.
The largest sender label in this retail catalog is Sirius XM Radio (4,131 pieces).
A practical first retail campaign
Build a clear first version. Then change one item in each test.
- 01
Set the goal
Collect a store visit, a coded order, or a URL click you can count — pick one.
- 02
Write one audience sentence
For a shopper considering one offer, this piece helps them understand where to use it, when it expires, and what to do next.
- 03
Choose the first version
Lead with a real incentive is the leading observed message pattern at 79.7% in this retail catalog. Use it only when it fits the reader and decision. Offer, item, place, date, exclusion, action.
- 04
Choose the package
Folded Self-Mailer / Short Brochure is the leading observed format at 41.3% in this retail catalog. Choose it only when it fits the reading job.
- 05
Set the response path
One primary path. QR and URL must land on the same offer.
- 06
Prepare proof and final checks
Price or product evidence with an owner. Offer dates, exclusions, QR after print, store/URL match, seed piece.
Change one item at a time
- Control: one offer + one path.
- Cell A: offer framing only.
- Cell B: path only after the control is stable.
Final review checklist
Use this list before the piece goes to print.
Do
- Write one offer in the brief.
- Put the date and exclusion next to the offer.
- Pick store or URL as primary.
- Test the QR after printing.
- Match the landing page.
- Link restaurants-retail for foodservice, not a 404.
- Assign a proof owner.
- Inspect type size on the offer.
- Plan from the in-home date.
- Hold extra offers out of the control.
Do not
- Do not stack three unrelated offers in the control.
- Do not send the QR to a homepage.
- Do not title this home services.
- Do not invent a trend.
- Do not claim lift or return on investment.
- Do not paste competitor copy.
- Do not hide exclusions.
- Do not run equal-weight CTAs.
- Do not treat Sirius XM volume as a retail strategy.
- Do not use name-only merge as strategy.
Questions a new reader may ask
These answers explain the data and its limits.
Does a high piece count mean this mail works?
No. A large catalog count shows what arrived, not what got a response, a sale, or a cheaper cost per result.
Is the self-mailer the winner?
No. It is the leading format indicator at 41.3%.
Where is the restaurants path?
The live Sendvo child is /solutions/local-businesses/restaurants-retail.
Are format and audience labels exact envelope specs?
No. Physical-format, audience, and next step labels are computer-assigned labels unless independently validated. They help you brief a test. They do not set a winning spec.
How to read the data
The appendix keeps the evidence visible. It also marks the limits of the research.
2,213,774 physical-mail records meet the archive’s eligibility rules; 2,213,652 were analyzed and 122 remain unknown.
1,873,585 records have an assigned industry. 340,189 do not and are excluded from industry tables.
1,242,943 records have a usable date (56.1459%). 970,831 remain undated.
There are no response, conversion, revenue, cost, lift, or return fields. A common pattern is not a proven winner.
Open the full appendix
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 193,519 | 100.0% |
| State the offer | 185,319 | 95.8% |
| Ask for a response | 183,960 | 95.1% |
| Address a concern | 179,323 | 92.7% |
| Give proof or reassurance | 119,863 | 61.9% |
| State limits or disclosures | 114,490 | 59.2% |
| Explain Or Support | 67,551 | 34.9% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 96,997 | 50.1% |
| Outer Envelope | 96,997 | 50.1% |
| Self Mailer Body | 79,880 | 41.3% |
| Insert Or Terms Pages | 60,296 | 31.2% |
| Voucher Coupon Or Certificate | 37,974 | 19.6% |
| Undetermined Component | 5,084 | 2.6% |
| Reply Device | 2,884 | 1.5% |
| Booklet Or Catalog Body | 2,742 | 1.4% |
| Card Carrier Device | 1,536 | 0.8% |
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Next Step → Qualification | 15,229 | 7.9% |
| Offer → Next Step | 13,632 | 7.0% |
| Offer → Next Step → Qualification → Proof | 13,142 | 6.8% |
| Offer → Next Step → Proof → Qualification | 9,412 | 4.9% |
| Next Step → Offer → Qualification | 9,382 | 4.8% |
| Next Step → Offer | 9,177 | 4.7% |
| Offer → Qualification → Next Step | 8,995 | 4.6% |
| Offer → Qualification → Next Step → Proof | 8,541 | 4.4% |
| Next Step → Offer → Qualification → Proof | 7,943 | 4.1% |
| Offer → Next Step → Proof | 7,224 | 3.7% |
| Next Step → Offer → Proof → Qualification | 5,817 | 3.0% |
| Offer → Proof → Next Step → Qualification | 5,390 | 2.8% |
| Proof → Offer → Next Step → Qualification | 4,799 | 2.5% |
| Next Step → Offer → Proof | 4,277 | 2.2% |
| Next Step → Proof → Offer → Qualification | 3,725 | 1.9% |
| Next Step | 3,576 | 1.8% |
| Offer → Proof → Next Step | 3,563 | 1.8% |
| Proof → Next Step → Offer → Qualification | 3,553 | 1.8% |
| Proof → Offer → Next Step | 3,409 | 1.8% |
| Offer | 3,118 | 1.6% |
| Offer → Qualification → Proof → Next Step | 2,527 | 1.3% |
| Qualification → Offer → Next Step | 2,416 | 1.2% |
| Offer → Proof → Qualification → Next Step | 2,352 | 1.2% |
| Qualification → Offer → Next Step → Proof | 2,308 | 1.2% |
| Proof → Next Step → Offer | 2,304 | 1.2% |
| Next Step → Proof → Offer | 2,278 | 1.2% |
| Proof → Offer → Qualification → Next Step | 2,195 | 1.1% |
| Next Step → Qualification → Offer | 2,135 | 1.1% |
| Offer → Qualification | 1,710 | 0.9% |
| Next Step → Qualification → Offer → Proof | 1,665 | 0.9% |
| Informational Or Unclear | 1,375 | 0.7% |
| Next Step → Qualification → Proof → Offer | 1,279 | 0.7% |
| Offer → Proof | 1,161 | 0.6% |
| Qualification → Next Step → Offer → Proof | 1,101 | 0.6% |
| Qualification → Next Step → Offer | 1,080 | 0.6% |
| Next Step → Proof | 1,009 | 0.5% |
| Next Step → Proof → Qualification → Offer | 853 | 0.4% |
| Proof → Next Step | 790 | 0.4% |
| Qualification → Offer → Proof → Next Step | 748 | 0.4% |
| Proof → Offer | 735 | 0.4% |
| Proof → Next Step → Qualification → Offer | 726 | 0.4% |
| Offer → Next Step → Qualification → Proof → Problem | 661 | 0.3% |
| Proof → Qualification → Offer → Next Step | 598 | 0.3% |
| Offer → Qualification → Proof | 514 | 0.3% |
| Next Step → Qualification → Proof | 486 | 0.3% |
| Next Step → Offer → Qualification → Proof → Problem | 482 | 0.2% |
| Offer → Next Step → Proof → Qualification → Problem | 482 | 0.2% |
| Proof | 453 | 0.2% |
| Proof → Qualification → Next Step → Offer | 450 | 0.2% |
| Next Step → Qualification | 434 | 0.2% |
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 193,428 | 99.9% |
| Product Or Service Text Adjacent | 98,951 | 51.1% |
| People Or Lifestyle Text Adjacent | 73,874 | 38.2% |
| Diagram Or Comparison Text Adjacent | 21,768 | 11.2% |
| Balanced Image Copy | 80 | 0.0% |
| Copy Led | 11 | 0.0% |
Source: Expanded Retail sector extract from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.