The financial services sector in the Who’s Mailing What! Archive is sizeable, as it includes lending, banking and credit card services. Additionally, as discussed in the May Insider, the percentage of financial services mailings in the mailstream has gone up in January and February of the last three years, from 10.3 percent in 2005, to 12.3 percent in 2006, and to 13.2 percent this year.
For this edition, we’re going to take a focused look into the June financial services mail in order to achieve a greater grasp of this sector’s activity. First, regarding the percentage of financial services mail, it actually went up another notch, to 14.5 percent of total mail. Rather than this being the function of simply more financial mailings, however, it instead appears to be an overall decline of mailings in other sectors in the mailstream.
For the most part, in June over the last three years, financial services mail remained consistent with its usage of premiums, personalization and the self-mailer format. While 2006 saw 34.5 percent of financial services efforts employing premiums, both 2005 and 2007 had it at 28 percent. Similarly, both 2005 and 2007 witnessed 81.1 percent of mail use personalization, and in 2006 it dropped only to 77 percent. Self-mailer format remained a low priority for all three years, at 9.4 percent in 2007, 12.2 percent in 2006 and 9.7 percent in 2005.
Lastly, for APR offers, we last checked in February when 11.7 percent of offers had APRs, after having been at only 8.2 percent in February of 2006; in June of this year, the percentage remains above that level, at 10 percent.