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Email is the delivery vehicle for 11% of credit card offers, second only to card issuer websites among digital channels. In addition, 73% of all applications are made online.
But credit card applications are declining overall, and email takes a back seat to postal mail, according to Credit Card Reponses Rate, a study by Mintel Comperemedia.
Mintel Comperemedia surveyed 3,000 financial services marketers.
The study also shows that 13% of offers are made on the websites of card issuers, according to Mintel charts posted on The Financial Brand. Another 10% are delivered through third-party websites, 6% via mobile apps and 6% in social media.
In one key change, 33% of applications are now made via mobile phones, versus 29% from a desktop computer. In addition, 11% are made on a tablet, 11% in person, 8% by mail and 8% by phone.
Bank of America has a 19% share…
