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July 24, 2006

Fewer Credit Card Offers in Your Mailbox?
According to an Associated Press article today, some of the major credit card companies are scaling back on the number of credit card offers mailed out each year. The number of credit card offers via mail dipped by over 20 percent in the first quarter of 2006, according to market research firm Synovate. According to the report, just 3 out of every 1,000 direct mail credit card offers are accepted. In 1992, that number was 28 out of every 1000.

Credit card companies that also offer traditional banking relationships, such as Bank of Amerrica and Chase, are pouring more resources into getting credit cards into the hands of existing banking customers via bank branches and ATMs. Issuers without these resources, such as American Express and Capital One, are more likely to continue using direct mail heavily, although perhaps in a more targeted way. According to Synovate, with the decrease in direct mail offers thus far in 2006, the ratio of accepted offers has actually risen from recent years.

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