Mail volumes begin their rebound, says Mintel
Direct marketing analyst Mintel Comperemedia disclosed last week that 180 million credit card offers were sent to consumers last month, according to its research. That number is the highest monthly total tracked since last December and the first significant rise in mail volume all year, according to the company.
“Credit card mail volume is still down significantly from a year ago, but October's sharp increase is an excellent sign for the industry,” said Andrew Davidson, SVP of Mintel Comperemedia, in a statement. “I anticipate that this winter will mark the start of a turnaround in credit card direct marketing that will be sustained through 2010. This could very well be the beginning of the end for credit card direct mail declines.”
October's total represents a 34% increase over the 134 million credit card offers sent during September. Mintel disclosed that October's month-to-month increase in credit card direct mail is the highest recorded since February 2004.
Last month, Chase and American Express sent the most credit card offers. Each issuer had its most active mail month this year, as Chase more than doubled its volume from September and American Express sent nearly 40% more offers. US Bank and HSBC likewise had their largest mail months of 2009 to date.