ResearchResults

  Report for Co-Branded/Affinity Card Programs

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, Co-Branded/Affinity card issuers also seek to measure the effectiveness of their newsletters in

  • Increasing usage and, therefore, boosting balances.
  • Generating fee income.
  • Retaining existing cardmembers.
  • Educating cardmembers about program usage/benefits.

The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of Co-Branded/Affinity programs. Highlights include:

  • 56% of cardholders surveyed recall seeing the newsletter and among those respondents, 56% report reading every or almost every issue.
  • 33% of respondents indicate that the newsletter provides them with more reasons to use their credit card.
  • More than 17% of respondents indicate that something they saw in the newsletter prompted them to do additional business with the issuer/sponsor, while nearly 40% report taking advantage of a partner offer.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
56%
No
32%
  No
Answer
12%
Cardmembers show a high degree of interest in newsletters enclosed in their monthly statements. 56% of respondents recall seeing an issue of the newsletter sent to them.

Every or
Almost Every Issue
56%
About Half of
the Issues
17%
Very Few
19%
Scope of Readership Chart
  No
Answer
1%
None
7%
Among members who recall seeing a newsletter, 56% report that they read every or almost every issue they receive.

Depth of Readership
All or Some
Articles
65%
Parts
31%
Depth of Readership Chart
No
Answer
3%
None
1%
The mix of program-specific and usage information featured in Co-Branded/Affinity card newsletters delivers a high level of readership. 65% of cardmembers who recall the newsletter say they read all or some of the articles in each issue.

Reader Behaviour
Reader Behaviour Chart
  27%
Kept an
Article
33%
Saved for
Another
17%
Passed Along
an Issue
 
Cardmembers are very likely to retain or pass along the newsletter to a friend, family member or colleague. More than 27% of readers report that they have kept an article for future reference while another 33% say they have saved an article for someone else. Plus, an additional 17% report that they have passed along an entire issue to someone else.

Usage
Yes
33%
No
44%
Usage Chart
No
Answer
2%
Not Sure
21%
When asked if the newsletter provides readers with more reasons or ways to use their credit card, one in three respondents say "yes."

Response
Yes
17%
No
69%
Response Chart
No
Answer
2%
Not Sure
12%
Another significant question regarding the efectiveness of a card member newsletter is whether it motivates readers to respond. When asked, 17% of cardmembers indicate that they have done additional business with the issuer/sponsor as a result of something they read in the newsletter.

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 1706 respondents from Co-Branded/Affinity programs. A sample of this size carries with it a confidence interval between 1.4% and 2.4% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
1,500 1,600 1,700 1,800 1,900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

1.5
2.0
2.3
2.5
2.5

1.5
2.0
2.2
2.4
2.5

1.4
1.9
2.2
2.3
2.4

1.4
1.8
2.1
2.3
2.3

1.3
1.8
2.1
2.2
2.2

 
ResearchResults
 
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