Continued from Newsletters vs. statement inserts

Inserts show limited appeal, no sales advantage
The results of the study serve as a testament to the power of newsletters. The study clearly shows that statement inserts appeal to only a small segment of the cardmember base and offer no significant advantage in their ability to generate response.

In fact, the majority of insert recipients did not feel that inserts are a good way to communicate with cardmembers, nor did they find the information useful to them.

Interestingly, the negative feelings toward inserts spilled over into service ratings as well: Newsletter recipients were 33% more likely to be "very satisfied" with the overall service provided by the card issuer.

Results give newsletters a strong edge
Newsletters appealed to a larger segment of the cardmember base, and were equally effective in garnering response to offers. In fact, newsletter respondents were twice as likely to have positive reactions to messages overall.

Readership of newsletters reached 61% after just three issues, and nearly 70% of the newsletter recipients surveyed felt that the newsletter helped them better understand the benefits of using their cards.

More than two-thirds of the newsletter recipients agreed that newsletters are a good way to communicate with cardmembers. An equal number agreed that receiving the newsletter made them feel more valued as customers.

Half of the newsletter recipients surveyed agreed that they would consider making a purchase in the future based on information received in newsletters. And three out of five said the newsletter provided more reasons and ways to use their cards.

25% of respondents indicated that they tried a service or product featured in the newsletters.

Retail Banking
Managed Care