Direct Mail Outlook: Rolling with the Punches

The decline in mail volume had a particularly tough impact on the financial services sector, notes Jim Andersen, president and CEO of IWCO Direct in Chanhassen, MN. He points out that credit card offers declined by an alarming 67 percent in the second quarter of 2009 compared to the same period in 2008. According to Andersen, it was a "reaction to both market conditions and the holding pattern that many marketing programs entered as then-proposed legislation to further regulate the financial services industry prompted consideration of new ways to market."