IMGCAP(1)]
Small-business owners should expect to see more business card mail offers in the coming months as issuers begin to target the segment while the economy shows signs of improvement, according to Mintel Comperemedia. Mailings have been flat thus far this year following declines in 2008, Chicago-based Mintel says. Between January 2008 and January 2009, business card mailings dropped by 82%, but issuers are starting to tip the scale toward more business card offers, Mintel tracking data show. Andrew Davidson, Mintel senior vice president, points to JPMorgan Chase & Co.'s new Ink cards as evidence that more large issuers are targeting the small-business market. Ink is a suite of Chase business card products, including a charge card (CardLine, 9/23). Chase earlier this month launched a marketing campaign that includes direct mail to promote the cards (CardLine, 10/1). "Chase's decision to launch a charge card in this economy and go head to head with one of American's Express' flagship products (AmEx Gold business charge card) is significant," says Davidson. "It demonstrates a confidence in the market and a willingness to innovate." And Chase has become the top mailer for small-business cards, Mintel says. During the second quarter this year, Chase accounted for 41% of offers received by Mintel's small-business panel, up from 26% a year earlier. Concurrently, AmEx accounted for less than 7% of mailings, down from 23%. Mintel did not provide specific mailing data. Other issuers, such as Barclays and Citibank, have increased mailings to small businesses, Mintel says, declining to provide numbers. "After scaling back significantly in 2008, card issuers are starting to look at small businesses again," says Davidson. "Small businesses have the ability to create jobs and drive economic growth, but after being starved of credit, they need all the help they can get."
