Fewer credit card direct mailers mean empty mailboxes
An uncertain economy may decrease the number of credit card mailers consumers receive in their mailboxes, according to research by Mintel Comperemedia. Mintel's findings noted a 33 percent drop in credit card offers in 2012 compared with 2011, making the lowest monthly mail volume in more than two years.
"[Credit card companies] have adopted a more cautious approach due to an uncertain economic environment," said Andrew Davidson, vice president at Mintel. "The latest downturn likely reflects a pause in activity rather than signifying a permanent reduction in direct mail."
The research predicts direct mail activity in credit card offers will increase, partly because online marketers support direct mail campaigns instead of replacing them.
"For credit card issuers, this is a great time to be in the mail," Davidson said. "The mailbox is less cluttered and it is easier to get consumers to notice your message."
Businesses can take advantage of the available mailbox space in the coming months by sending high-quality web-to-print materials that attract consumers' attention and inform them of available products and ongoing promotions.