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Although most major card issuers reduced their credit card direct-mail solicitations last year because of the recession and tighter credit restraints, Barclays PLC increased its mailings in the U.S. by 28%, according to data from Mintel Comperemedia. Mintel provided only the percentage change and not actual numbers. The Chicago-based direct-marketing research firm ranked the top 10 card issuers that send direct mail as part of its 2008 mail-volume report. "I suspect Barclays did a good job managing its risk and is seeing less impact from charge-offs and losses and maybe didn't mail to lower-income and higher-risk segments," Stephen Clifford, Mintel vice president of financial services, tells CardLine Global. Barclays also launched new products in 2008 and increased mail volume among higher-income consumers, he adds. The issuer increased its mail volume to households that make US$100,000 (77,600 euros) or more by 46% compared with 2007, says Clifford. Mintel did not provide actual numbers. Other card issuers reduced their direct-mail solicitations. JPMorgan Chase & Co., the top credit card acquisition mailer, sent 30% less mail last year; American Express Co., ranked second, sent 10% less; and Bank of America Corp., ranked third, sent 28% less mail. HSBC Finance Corp. reduced mail volume the most, by 61%, while Citibank reduced its volume by 36%, Mintel says.
