Credit card marketers have begun using direct mail more to connect with current cardholders than to prospect for new ones, according to a report from Mintel Comperemedia.
The number of credit card direct mailings sent to prospects dropped by 11% between 2006 and 2007. But loyalty mailings sent only to existing customers increased 16% during that time, according to Mintel.
These mailings encourage cardholders to use their cards by offering services and benefits such as balance transfers, convenience checks and bonus rewards.
“With direct mail response rates stagnant and the credit market under pressure, credit card companies are realizing that blanketing Americans with unsolicited offers won’t work,” said Lisa Hronek, senior research analyst, in a statement.
In 2005, 56% of credit card offers sent to current cardholders advertised balance transfers or convenience checks. But by 2007, these offers lost out to non-card products, such as bonus points or rewards. In 2007, 57% of direct mail sent to current customers advertised such products, the study continued.
Network
