PRE-RECESSION PARADIGM

The market doesn’t warrant multiple contacts. Heavy overdraft users need their protection and are willing to pay for it, so, most will opt-in.

RECESSION REALITY

Between 24%-31% of your heavy overdraft users will throw away your Opt-In mailing. That is what some of your heavy overdraft customers do with ALL mail from you. You stand a good chance of losing 24%-31% of your heavy overdraft customers due to their being opted out according to Regulation E guidelines.

Be prepared to send multiple mailings to reach maximum Opt-In/Opt-Out. A majority of overdraft users prefer to have the bank or credit union contact them about Reg. E matters using direct mail (45% prefer) rather than email with a link to a secure web site with the Opt-In/Out form (28% prefer), email messages with embedded Opt-In/Out forms (15% prefer), or telephone calls (4% prefer).  Based on overdraft user and non-user communication preferences, AMI recommends a multiple contact strategy with cross-promoting options to inform, educate, and acquire the desired Opt-In response.