Somebody Hide the Printers, the Ink, and the Postage Machines
The credit-card solicitors went absolutely nuts last year:
U.S. consumers received nearly 8.0 billion direct mail credit card solicitations last year, a 30% increase over the prior year. The gain was about double the growth rate of 2005 even though response rates are hovering at 0.3%,
The graph at the link shows that the number of solicitations was “only” about 2.5 billion in 1999, just seven short years ago, and just a bit over 4 billion back in 2003. Since the graph only relates to credit cards, you can add in the additional billions of home-equity, insurance, and other offers that usually originate from “prescreened” information provided by the credit bureaus to the pile.
The “Do Not Call” Registry established a few years ago has no doubt contributed to the tsunami-like increase in direct mail. But there’s also more than a little sloppiness involved:
A new survey has found that 88% of financial consumers claim to receive regular communications for products and services that are not directly relevant to them and their circumstances and 58% claim to regularly receive communications selling them products and services they already have with that company. The research also discovered that 64% of financial consumers claim they are more likely to stop using companies that regularly send them inaccurate or irrelevant communications material and 65% of financial consumers don’t feel like they are being treated as an individual with regard to the communications they receive.
Human nature being what it is, a grain of salt is in order when considering the info just excerpted, because it’s the mistakes companies make that tend to get remembered. Having said that, it seems that financial services firms could do a better job screening out existing customers from repeat offers.
The latest available information from the Federal Trade Commission on how to opt out of “Prescreened Offers of Credit and Insurance” is here. Doing what is suggested there is a good idea for cutting down mail clutter, so someone else can be the lucky recipient of those nearly 8 billion pre-approved offers.










