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.