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Card Trash (3/23/00)
FULL STORY:
American consumers are increasingly turning to the Internet instead of
their mailboxes for credit card offers. Tarrytown, NY-based BAIGlobal reported this morning that U.S. card issuers dumped 2.87 billion solicitations in the mail last year. However the research firm says as the number of direct mail solicitations has gone up, the response
rates have declined. Last year consumers responded to a mere 1% of credit card
solicitations, a ten-year low. Credit card solicitations reached an all-time
peak in 1998, hitting 3.45 billion direct mail pieces. The slowdown in the
number of last year's mailing is directly linked to First USA's pullback. Bank
One/First USA began pulling back its direct mail offerings in the third and
fourth quarter as a result of an attrition problem which surfaced in the
second quarter. The future for credit card marketing lies with the Internet. BAI
says the number of households responding to online card offers quadrupled between
the fourth quarter 1998 and fourth quarter 1999.
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