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EMARKETER

Credit Card Marketing 2023

Emerging Opportunities to Combat Acquisition Headwinds

Report by David Morris  |  Dec 19, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
Slowing acquisition growth means credit card marketers must innovate
Marketers can boost acquisition via subscriptions, net worth analysis, and wallet-first cardholder experiences
Sources
Media Gallery
About This Report
To overcome account opening headwinds, credit card marketers can explore credit card subscriptions, net worth data collection, and wallet-first cardholder experiences.
Topics
Financial Services
Payments
US
Table of Contents
Executive Summary
Slowing acquisition growth means credit card marketers must innovate
Marketers can boost acquisition via subscriptions, net worth analysis, and wallet-first cardholder experiences
Sources
Media Gallery

As US credit card digital account opening growth tapers, marketers will need to rethink acquisition strategies. Opportunities include credit card subscriptions, net worth analysis tools, and wallet-first cardholder experiences.

Key Question: How can card marketers leverage innovation to acquire customers amid headwinds?

Total US Credit Card Digital Account Openings, 2023-2027 (millions and % change)
E-Mail ChartDownload

Key Stat: The return of consumer risk to pre-pandemic levels has resulted in tightened credit card loan standards, crimping US credit card digital account opening growth—and calling for new thinking on how to acquire customers.

authors

David Morris

Contributors

Grace Broadbent
Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Amy Rotondo
Director, US Research
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