An Insider's View of Direct Mail Marketing for the Credit Card Industry. David McPhillips, MH2 Direct Michael Walsh, JP Morgan Chase. Credit Card Industry. Mail Monitor ® Report US Credit Card Solicitations – 2003-2004 Mailing Trends January 2004.
David McPhillips, MH2 Direct
Michael Walsh, JP Morgan Chase
Mail Monitor® Report US Credit Card Solicitations – 2003-2004 Mailing Trends January 2004
% Household Penetration
Monthly Mail Volume (in Millions)
Mergers in Progress
Pre-screen = Credit Driven
ITA = Marketing Driven
PS = Low response x high approval = NRR x cost = $CPA
ITA = High response x lower approval = NRR x cost = $CPA
Speaking of cost:
Must be expert in list properties, know what’s working for the Issuers, Understand GLB and FCRA, Provide best price possible, analyze results, modify list selections, have deep knowledge of how the lists are processed. Understand the Offer.
The best list managers have a detailed understanding of the composition of names on their lists and work with Brokers to identify segments that work best for the issuers. The Managers should ensure that the List Datacards are explicit and comprehensive.