Canadian card mailings hit all-time low

Credit card direct mail volume dropped more than half from a historic 350 million pieces in 2008 to 150 million in 2009, reports direct marketer Mintel Comperemedia.

 "The Canadian recession, which began at the end of 2008, has led to this significant decline driven primarily by the large Canadian banks," says Andrew Davidson, senior vice president of Mintel Comperemedia, in a press release. "However, as the economy begins to recover, there are signs that direct mail volumes are also stabilizing, which creates a tremendous opportunity for banks to increase their marketing."

Mintel predicts that mail volume will rebound in 2010. "Now is the time for companies to stand apart from the pack with robust direct mail campaigns, before volume picks up again," says Davidson.

The company also surveyed consumers about what they are looking for in new credit card offers. The response? Rewards. A quarter of respondents said rewards points programs are their highest priority, building credit second. Mintel reports that credit card mailings in Canada jumped from 44 per cent to 69 per cent in the past year for rewards cards.

Published April 6, 2010

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