Sunday, January 31, 2010
Credit Card DM Volume Finally Rises
According to the research, while the volume of credit card direct mail in 2009 (less than 2 billion pieces) was 66% less than in 2008 and far less than the annual level of 7 billion a year experienced from 2004-2007, there was an increase of 47% during the fourth quarter of last year, compared to the previous quarter. Contributing to this increase, Chase increased their credit card mailings by the largest amount – 87% over the same period in 2008. In addition, US Bank's credit card mailings were up 64% over the same period of time, according to the study.
Unlike in the past, more than a third of credit card offers sent in 2009 included an annual fee (compared to one-fifth in 2008). While most banks are still working hard to assist customers with credit challenges in the mortgage and home equity areas, this trend in credit card mailings could be reflective of a view by some banks that the economic recovery could be beginning.