The best marketing media & top financial users

by. Joe Swatek

Wonder which financial institutions use the most direct marketing? Wonder which marketing medium gets the best results?

The answers are found within a larger article by Target Marketing magazine based on the resources of the Who’s Mailing What collection of current mail samples, as well as statistics compiled by the Direct Marketing Association.

First, let’s look at Target Marketing’s list of Top 10 Financial Institutions that are using direct mail marketing. You probably won’t be surprised by the list.

  1. American Express Co.
  2. Chase Manhattan Bank
  3. Citibank
  4. Capital One
  5. Discover Financial Services
  6. Bank of America
  7. TD Bank N.A.
  8. Wells Fargo & Co.
  9. ING Direct USA
  10. Barclays Bank Delaware

All are large banks with extensive market territories. Community banks and credit unions can’t compete with the volume of mail promotions, although on a local level they can successfully compete against the giants on this list.

What’s more interesting in the Target Marketing article are quotes from DMA’s “Statistical Fact Book 2013 — The Definitive Source for Direct Marketing Benchmarks.”

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