Ask a random sample of consumers what type of direct mail they receive most often, and credit card mailings likely would be the top answer. According to Synovate, a market research firm that offers mail-tracking services for the credit card industry out of its Tarrytown, NY, office, credit card mail volume slowed its upward trend in 2002, tallying 4.89 billion efforts; but while that's a drop from the record high of 5.01 billion efforts in 2001, it's still enough mail to inundate the more than 291 million U.S. citizensespecially if you discount children. Given that credit card marketers have their work cut out for
Edited By Lisa Yorgey Pushing credit in Canada The number of credit card offers mailed to Canadian consumers in the first quarter of 2001 hit a new high of 45.8 million, reports Mail Monitor, a direct mail acquisition tracking service from BAIGlobal, a market research firm based in Tarrytown, NY. The tracking service reports that 73 percent of the 45.8 million offers mailed to Canadian consumers in the first quarter of 2001 were sent by U.S. credit card marketers, including Bank One, MBNA, Capital One and Providian. Despite the deluge of new card offers, Canadian consumer response is low and in sync with U.S.
By Hallie Mummert A recent report on credit card marketing from Mail Monitor, a tracking service offered by Tarrytown, NY, research firm BAIGlobal, shows that card marketers sent 992 million direct mail acquisition packages in the second quarter of 2000. In turn, response to these offers dropped to an all-time low of 0.4 percent—which will simply spur these companies to mail even more offers to keep acquiring customers. The reason for this downward spiral in response is a no-brainer: Credit card offers are practically homogenous in appearance, the offers are similar, and the more mail in consumers' mailboxes—regardless of what type— the less response