Mail in the credit card sector

Direct mail continues to be a key communication channel for credit card marketing to consumers. This 2009 MMC research uses Mintel, Nielsen, TGI, Royal Mail Consumer Panel and Billetts data to analyse opportunities in the UK’s credit card market to acquire and retain customers via direct mail and other media channels.

Detailing the strengths and weaknesses of this currently volatile segment, key insights include:

• AB cardholders held an average of 1.6 cards each, compared with only 1.2 among DEs and an overall average of 1.5

• the ad spend in this sector reached £116m in 2008

• direct mail is the dominant media channel with a 68% share

• the ABC1 segment is disproportionately under-mailed, receiving only 51% of all mailings.