Consumer insights – direct mail and the credit card sector

This 2008 MMC report looks at the role direct mail plays in customer acquistion and customer retention for the credit card sector. Using Billetts, TGI, GFK and Nielsen Ad Dynamix data, it reveals that the overall advertising spend in the credit card sector is concentrated on direct mail, with 66% of the media share.

This is hardly surprising as direct mail is the best channel for reaching high spenders and word of mouth generators. It also has a good response rate, with 82% of people opening a finance card mailing, and offers the opportunity to gain share of voice with older age groups and ABC1s.