http://www.neosophic.com/archives/55 Notes on Innovation and Strategy In Today's Banking Environment Fri, 21 Nov 2008 18:04:22 +0000 http://wordpress.org/?v=2.0.3 http://www.neosophic.com/archives/55#comment-11277 Wed, 11 Jul 2007 16:01:53 +0000 http://www.neosophic.com/archives/55#comment-11277 Ron, thanks for the response. I actually question the validity of the Forrester survey, having seen the failure of DM in credit cards first hand. I agree that it can be a traffic driver, but should be streamlined to do so: postcards with URLs on them. Ron, thanks for the response. I actually question the validity of the Forrester survey, having seen the failure of DM in credit cards first hand. I agree that it can be a traffic driver, but should be streamlined to do so: postcards with URLs on them.

]]> http://www.neosophic.com/archives/55#comment-10094 Fri, 08 Jun 2007 19:27:29 +0000 http://www.neosophic.com/archives/55#comment-10094 Jay -- Here's one data point why I think your recommendation is misguided. According to Forrester Research, nearly 40% of online credit card applicants went online as a result of a direct mail offer (versus 28% who went to a Web site as a result of an email offer). So although card applicants don’t fulfill through direct mail as often as in the past, direct mail is still a major influence — an influence that isn’t measured by simply looking at DM response rates. -- Ron Jay — Here’s one data point why I think your recommendation is misguided. According to Forrester Research, nearly 40% of online credit card applicants went online as a result of a direct mail offer (versus 28% who went to a Web site as a result of an email offer). So although card applicants don’t fulfill through direct mail as often as in the past, direct mail is still a major influence — an influence that isn’t measured by simply looking at DM response rates. — Ron

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