More Credit Card Offers in the Mail
A review of credit card categories in Who's Mailing What! for a 12-month period (July 2012 to June 2013) showed a steady increase in offers mailed. There were more than 40 unique offers received by WMW for each month of Q2 2013 — 42 in April, 41 in May and 46 in June. Compare this to Q3 2012, where we received only 33 unique offers in July, 24 in August and 27 in September.
Almost half of the offers (48.9%) were in the Bank/Financial Services category. Incentives/Add-Ons and Affinity categories each had more than 18% of the offers for the 12-month period reviewed; while the Corporate category had 11%.
A majority of the offer types were Acquisition (80%), followed by Retention (18.4%). We did see 1 Expire Mailing from Discover in November 2012. The front of the envelope read "0% INTRO APR A new offer for an old friend. We want you back."
WMW received the most credit card offers for this 12-month period from American Express (83), Citibank (64), Chase (62), Capital One (53) and Discover (35).
Cheryl Cagle is database editor of Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What!, the most complete library of direct mail and email. Reach her at firstname.lastname@example.org.