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...various alternative scheduling strategies, it is important to get it right the first time. For marketers who base their livelihoods on creating successful programs, there is no substitute for experience--either their own or that of seasoned marketing partner--in preparing mail campaigns that anticipate seasonal demands.

However, understanding the nature of seasonality is only part of the puzzle. Just as important is maintaining tight control of the list generation, creative, and production processes needed to avoid delays that could mean missing a seasonal window--causing dramatically reduced response rates and loss of market share to competitors.

Seasonality and credit demand

There are three periods in the year when loan demand is at its highest--but they are not all equal.

The largest is January to February, as post-holiday bills become due. This is typically the heaviest mailing time of the year for most financial services marketers (for good reason).

A second opportunity for credit products...

NOTE: All illustrations and photos have been removed from this article.




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