News
 Why
Credit Card Direct Mail is Getting Attention
Credit card offers are apparently flooding mailboxes
nationwide. A recent report from Mail Monitor
describes how many more credit card companies are
turning to direct mail to pursue new clients and
advance their businesses.
According to Mail Monitor, a direct mail tracking
service from global research firm Synovate, more
than six billion credit card offers were mailed to
U.S. consumers in 2005. The volume of solicitations
was 16 percent higher last year than in 2004.
American Express was the primary factor in the jump.
According to the report, American Express increased
its direct mail credit card solicitation volume by
56 percent over 2004. This is significant because
American Express has had the lowest response rate of
any major mailer and a substantially lower response
rate than the .3 percent industry average in 2005.
Other credit card issuers, including regional firms
like Columbus Bank and Trust, showed a 205 percent
jump in mail volume from 2004 to 2005. Mail Monitor
also reports that 58 percent of credit card offers
last year included some type of rebate or rewards
program.
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