Financial Mail Offers More Response Options
Almost half (47 percent) of the direct mail received by Who's Mailing What! from January to September 2013 offered only one response option — mail only was used most. However, financial services mailers — which include include credit cards, banking, loan/lending, real estate, investments, brokers, etc. — mostly went with three channels (62 percent) and the most used combination was website, mail and phone. This trend is unlikely to have dramatically changed course once the last months of 2013 are taken into account.
Only 16 percent of the financial services mailings offered one response option, with a website showing up frequently. While 31 percent of all 2013 offers gave two response options, only 19 percent of financial services mailings did. The most used was website and phone.
There was no difference between the overall use of four or more response channels when compared to financial services — both were 3 percent and used the combination of website, mail, phone and fax mostly. Four channels was the maximum for financial services, but there were only a handful overall offering five and one that offered six.
An office location was included in 16 percent of these financial services offers, and not surprising, most of these were in the Bank Services category. No email or pURLs were used in the financial services mailings reviewed.
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Cheryl Cagle is research analyst/database editor for 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.