This high visibility, however, does carry a caveat: Because these programs have only a few slots for advertisers each month, they can be selective in choosing which products they want to offer their customers.
This media channel also delivers a high-quality audience; these customers are credit-worthy and generally have very appealing demographics. While they often have a high lifetime value, marketers should be aware that many of these programs don’t allow you to rent out the names of customers acquired through the statement program. This means customers need to be suppressed from any lists you rent out in the future.
Picking the Right Product
A broad variety of products and services have enjoyed success in the billing statement arena. Strong brand name products, such as Bose, Sharper Image and Columbia House, collectibles, and offers with high perceived value work extremely well, as do services that require monthly billing, such as phone service, ISP and satellite television. In general, statement programs work particularly well for any product that benefits from a strong back-end.
Jackie Kern is managing director of Main Street Direct, a New York-based marketing firm specializing in credit card media programs. She can be reached at (212) 779-3000 or by e-mail: jkern@mainstreetdirect.com.
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The Secrets of List Research
The Secrets of Direct Mail Testing
