Premium Watch: Financial Mailers Max the Mileages
According to the results of Vertis Communications' 2007 Customer Focus Financial study, Americans are carrying more credit cardsand more debtthan in years past, making this is a very profitable time to be in the financial services sector. Equally, it's an especially good time for financial services mailers who know how to leverage premium offers, report the analysts at Vertis.
In fact, the study found that the promise of a free gift appeals to 35 percent of financial direct mail readers, compared to 23 percent when a similar study was conducted in 2003. Since the study also found that 48 percent of respondents use credit cards that accumulate points for merchandise and/or airline tickets and 30 percent use credit cards that give "cash back" incentives, it's no surprise that such loyalty-focused premiums are carrying heavy favor among financial mailers.