January 23, 2005

Vertis announced the results of its proprietary Customer Focus 2005 Financial Direct Marketing study, which reveals that 22 percent of credit card holding adults expressed interest in cards that offer points for merchandise or airline tickets, and 21 percent believe that receiving money back on purchases is a more appealing offer.

“Consumers are becoming more knowledgeable about the products and services they use, which causes them to turn to various media for information,” said Thérèse Mulvey, vice president, marketing research, at Vertis. “Based on the readership increase among adults, companies and organizations should consider including a direct mail component in their marketing campaigns when outreaching to new and existing customers.”

According to the Customer Focus study, 50 percent of male direct mail readers 18-34 read financial services/credit card mail, compared to 30 percent in 2003. Furthermore, 37 percent of female direct mail readers read mail on financial services or credit card offers, compared to 34 percent in 2003. It is important for financial institutions to know which demographics respond to their messages and the type of offers that are most appealing to consumers.

The Vertis Customer Focus® 2005: Financial Direct Marketing study shows the following additional findings, which provide insight into the direct mail readership of consumers in the finance industry:

How Consumers Become Aware Of Credit Card Offers

• Of the total credit card holders surveyed in 2005, 53 percent said they became aware of the last credit card they applied for through direct mail (See Figure A)
• 11 percent of credit card holders said they learned about offers in the store from a store representative
• Five percent of credit card holders learned about the last credit card they applied for through the Internet
• Four percent of credit card holders became aware of the last credit card they applied for through the television

What Types Of Financial Or Credit Card Direct Mail Do Adults Read Most Often?

• 71 percent of financial/credit card direct mail readers with a household income of $30,000 - $50,000 read new credit card offers (See Figure B)
• 67 percent of financial/credit card direct mail readers with a household income of $75,000+ stated they read information on new credit card options for their current credit card
• Of the financial/credit card direct mail readers with a household income of $30,000 - $50,000, 53 percent read direct mail that offered balance transfers
• 54 percent of financial/credit card direct mail readers with a household income of $75K+ read information on investment or retirement (IRA/401K)

Who Reads Information On Balance Transfers?

• Of the total financial/credit card direct mail readers surveyed, 47 percent said they read information on balance transfers (See Figure C)
• 51 percent of financial/credit card direct mail readers who are married with children 5 years or younger stated they read mail that contains information on balance transfers
• 55 percent of financial/credit card direct mail readers who are married with children read direct mail information on balance transfers
• 59 percent of financial/credit card direct mail readers who are married and have children 6-11 years old said they read information on balance transfers

To view charts CLICK above on 'More Images'.

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