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Improving direct response rates when loan rates are high.(Direct Mall Essentials)

Publication: ABA Bank Marketing
Publication Date: 01-APR-07
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Several years ago, direct mail response rates on the key consumer loan products--home equity credit and mortgage refi's--were relatively high. But now, after at least 17 rate increases by file Fed, consumers are not taking on new debt so eagerly.

As a result, while direct mail marketing...

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...has consistently been one of the best tools for selling loans, response rates today are generally lower than they were several years ago.

Are there still opportunities for your bank to build loan market share?...

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

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