Credit Card Mail Falling, Says Study

In January, the estimated number of mailings sent by credit card companies dropped another 3% from December, according to a new study from Mintel Comperemedia.

In fact, credit card direct mail volume has fallen steadily since last October, the study noted.

According to the market research firm, the number of credit card-related mailings sent to consumers topped 900 million during October, but totals have dropped 19% since then.

“The credit card industry is steadily pulling back and readjusting,”
said Lisa Hronek, senior analyst at Mintel, in a statement. “With the market unstable and people worried about financial risk, companies are rethinking how they use direct marketing to generate business.”

The greatest mail volume declines are occurring in offers
sent to current cardholders, the study continued. Between December and January, credit card issuers reduced the number of mailings s to current cardholders by 30% but increased direct mail offers to prospects by 7%.

“After the holiday season, many credit card companies changed their approach,” she noted. ” Card issuers are hoping that increased emphasis on acquisition will help them capture new business and steal balances from the competition.”

But this change in strategy, while widespread, is not all-encompassing, Mintel noted. Of 2007’s top 10 mailers, six increased their direct mailings to non-customers after the holidays. But four cut back on non-customer mail as well as customer mail in January, remaining hesitant about the unsteady, unsure market.