Canadian credit card acquisition direct mail drops 57% in 2009

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Canadian credit card acquisition direct mail volumes dropped 57% last year, totaling just more than 150 million pieces. In 2008, the category saw an all time high of nearly 350 million pieces, according to statistics released April 1 by Mintel Corporation.

However, the business intelligence firm expects marketing direct mail to rebound this year, partially because of the low volumes.

“Now is the time for companies to stand apart from the pack with robust direct mail campaigns, before volumes pick up again,” Andrew Davidson, SVP of Mintel, said in a statement.

The share of Canadian mail used for rewards cards also increased last year to 69% from 44% year in 2008.

Credit card-related direct mail jumped during last year's fourth quarter – its first increase in three years – although that number was considerably less than pre-recession amounts.


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