Noting that 95% of direct-mail credit card offers aren’t even opened, Verklin said “that’s a tragedy for marketers, for the environment,†and offered an alternative:
“Imagine a 30-second interactive spot for a credit card offer that includes an RFI, a request for information, which says ‘If you’re interested in receiving more information about
this offer, press A on your remote control.’†Verklin promised direct mail-type targetability plus interactivity -- “and we can deliver that, at scale, by the fourth quarter of
this year.†Adding a sense of urgency, Verklin opined: “We need to get this done as fast as we can, because there’s a lot of pain in the marketplace. Local TV is tanking.â€