The financial services sector of the Who’s Mailing What! Archive includes lending services, bank services, and of course, credit card services. In January and February of the last three years, the percentage of financial services mailings had gone up each year, from 10.3 percent in 2005, to 12.3 percent in 2006 and to 13.2 percent this year.
Comparing February 2006 to February 2007, many similarities were found among the financial services efforts, including the total numbers: 724 in February 2007 and 735 in February 2006. Roughly, we saw the same number of grand controls, self-mailers, personalization used and premiums offered.
One significant difference was with repeat mailings, as 70.9 percent of all financial services mailings were in that category in February 2006 but only 43.1 percent in February of this year. The other major difference was that February 2006 had 8.2 percent of offers with APRs, and that percentage went up to 11.7 this February.