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- 51,425 mail pieces studied in this market
- 15–20 common creatives with examples
- Formats, offers, ways the offer builds trust, ways to respond, and ideas to test
Banking direct mail,
explained.
The expanded catalog includes 51,425 eligible banking pieces, with 51,417 analyzed across 2,202 observed sender labels. The median piece is 4 pages. Use this guide to plan one clear control and one-variable tests.
For a household comparing bank accounts, this piece helps them review the bonus, fee, and interest rate before they open an account or call.
easy to act on.
Who it is for
What it offers
How to respond
Source: Expanded Banking sector extract from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.
What banking mail needs to do
A good piece helps its intended audience take one reasonable next step.
The job of the mail
Help a household decide whether to open or switch a deposit account.
The main problem
Bonus fine print, fee surprise, and APY language that overreaches.
The safest first move
Use this first message plan: Account type, bonus or APY, fee, action, eligibility. Envelope + Letter + Inserts is the leading observed format at 48.3% in this banking catalog. Choose it only when it fits the reading job.
Counts describe observed mail, not results. These figures are not response rates, conversion rates, lift, cost, or return on investment.
Know the exact banking market
Start with the narrowest reliable market before you use a broad sector average.
Most of this pile is checking. Do not brief a CD as a checking control.
This page uses the complete Banking industry table: 51,425 eligible pieces, 51,417 analyzed records, and 2,202 observed sender labels.
Pieces found by market
See the market table and how to use it
| Market | Pieces | Share | Sender labels | What it means |
|---|---|---|---|---|
| Checking | 30,159 | 58.6% | 1,480 | Largest category. |
| Deposit | 8,956 | 17.4% | 783 | Savings and related. |
| Banking Services | 6,209 | 12.1% | 1,102 | Service mail. |
Use the narrowest reliable market row for the campaign. Parent-sector patterns stay labeled as parent context.
Start with the reader and the moment
A useful message begins with a real reason for the mail to arrive now.
A real reason to arrive
household opening checking
A clear concern
a bonus they cannot meet
A small next step
Open an account or call.
“For a household comparing bank accounts, this piece helps them review the bonus, fee, and interest rate before they open an account or call.”
Use this sentence in the campaign brief. If it names several unrelated audiences, split the campaign.
See the computer-assigned audience and buying-stage labels
These labels come from words found in the mail. They do not come from verified mailing lists.
| Audience label | Pieces | Share |
|---|---|---|
| Existing Customer | 44,686 | 86.9% |
| Small Business | 17,038 | 33.1% |
| New Prospect | 15,584 | 30.3% |
| Borrower Or Credit Seeker | 10,635 | 20.7% |
| Homeowner Or Household | 9,907 | 19.3% |
| Older Adult Or Retiree | 5,382 | 10.5% |
| Traveler Or Guest | 2,860 | 5.6% |
| Donor Or Supporter | 2,436 | 4.7% |
| Lapsed Or Winback | 1,067 | 2.1% |
| Buying-stage label | Pieces | Share |
|---|---|---|
| Decision Or Action | 37,366 | 72.7% |
| Awareness Or Education | 36,027 | 70.1% |
| Retention Or Cross Sell | 34,445 | 67.0% |
| Consideration Or Comparison | 18,140 | 35.3% |
| Renewal or win-back | 6,352 | 12.4% |
Four common ways banking mail starts the conversation
Use these patterns to understand the market. Do not copy them without a reason.
A message pattern is the order of the offer, proof, and next step. These patterns come from this banking catalog. They show what appeared often. They do not show what worked.
Lead with a real incentive
Use when a bonus or gift is the reason to act.
Watch for: The bonus can hide fees or eligibility.Lead with price
Use when rate, payment, or APR is the decision.
Watch for: A rate without qualification becomes a slogan.Renew or win back a customer
Use when the reader already has a relationship.
Watch for: Sounds like cold acquisition if the account context is missing.Mission Or Donation Appeal
Use when the next step is a gift or membership.
Watch for: Wrong control for a financial product.See all message-pattern data
| Message pattern | Pieces | Share |
|---|---|---|
| Lead with an incentive | 24,428 | 47.5% |
| Rate Led Financial Acquisition | 16,971 | 33.0% |
| Renewal or win-back | 4,744 | 9.2% |
| Mission Or Donation Appeal | 2,589 | 5.0% |
| Trust Led Education | 1,478 | 2.9% |
| Customer Cross Sell Or Service | 601 | 1.2% |
| Explain, then ask for one action | 407 | 0.8% |
| Quote or consultation | 191 | 0.4% |
| Deadline Driven Offer | 8 | 0.0% |
Use the leading pattern as a control only when it matches the reader and the next step.
15 common direct-mail designs in Banking mail
See how common Banking mail packages the offer, proof, response path, and disclosures. These are observed patterns, not performance rankings.
-
Citizens Bank certificate-of-deposit self-mailer
Green folded self-mailer, large APY panel, certificate-of-deposit details, and branch or phone response.
Observed in at least 119 unique pieces -
Citizens Bank rate-led certificate-of-deposit package
Green and white rate card, certificate-of-deposit terms, eligibility copy, and call or branch response.
Observed in at least 100 unique pieces -
Pentagon Federal Credit Union rate-and-terms package
Long rate-led envelope package, account offer, qualification details, and dense terms pages.
Observed in at least 98 unique pieces -
Navy Federal Credit Union multi-page checking offer
Blue-and-white envelope package, account-rate offer, qualification copy, and phone response.
Observed in at least 96 unique pieces -
Bank of America account-opening and fee explainer
Pale green account package, fee and rate explanation, qualification details, and multi-page terms.
Observed in at least 78 unique pieces -
Bank of America red account-offer package
Red-led checking offer, rate comparison, application details, and response form.
Observed in at least 61 unique pieces
See all 15 common creatives
-
Discover savings account statement package
Statement-like savings package, account summary, activity detail, and contact instructions.
Observed in at least 59 unique pieces -
Bank of America extended checking terms package
Extended red-and-white checking package, account-opening explanation, rate detail, and dense terms pages.
Observed in at least 55 unique pieces -
Capital One paperless checking package
Paperless-account envelope, account summary, fee detail, and online enrollment path.
Observed in at least 50 unique pieces -
Navy Federal Credit Union savings offer package
Credit-union savings package, rate and account details, qualification copy, and phone response.
Observed in at least 47 unique pieces -
Capital One banking-services statement package
Paperless banking-services package, account statement, product explanation, and web response.
Observed in at least 46 unique pieces -
People's United Bank paperless savings package
Savings statement package, branded envelope, account summary, and paperless-service message.
Observed in at least 41 unique pieces -
Target National Bank debit-card package
Red retail-branded debit-card package, card information, account terms, and support instructions.
Observed in at least 39 unique pieces -
Wells Fargo account-transfer notice
Neutral transfer notice, account details, identity-verification language, and a service response path.
Observed in at least 39 unique pieces -
Citizens Bank modern certificate-of-deposit offer
Modern green certificate-of-deposit mailer, prominent rate panel, account terms, and branch or web response.
Observed in at least 38 unique pieces
Each design groups similar mail pieces. The count covers the reviewed set, so the true total can be higher. A common design is not a proven winner.
Choose a format that fits the reading job
The leading format comes from this banking catalog. It is not a performance result.
Envelope + Letter + Inserts
This is the leading format in this banking catalog. Use it as a control only when the reader needs that amount of explanation.
Banking pieces have a median length of 4.0 pages and 1200.5 characters per page. Median response-step complexity is 6.00; median disclosure balance is 0.422.
Compare all observed format labels
These are computer-assigned format labels. They are not production specifications.
| Format label | Pieces | Share |
|---|---|---|
| Envelope + Letter + Inserts | 24,849 | 48.3% |
| Envelope + Letter/Insert | 13,103 | 25.5% |
| Folded Self-Mailer / Short Brochure | 9,317 | 18.1% |
| Short Multi-Component Package | 3,031 | 5.9% |
| Multi-Page Letter / Brochure | 775 | 1.5% |
| Booklet / Catalog | 235 | 0.5% |
| Single-Piece Mailer; Geometry Unavailable | 107 | 0.2% |
Build the piece in a clear reading order
Each part of the package should answer one question for the reader.
Envelope
Show relevance. Do not place the full sales claim outside.
Opening
Name the reader and the reason for contact.
Offer
State checking, APY, bonus in one clear reading path.
Proof
Use bank identity, security, FDIC or equivalent language, local presence.
Next step
Open an account or call.
Disclosures
Place an important limit near the claim that it changes.
See the observed page and component labels
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 51,417 | 100.0% |
| Ask for a response | 50,201 | 97.6% |
| State the offer | 49,371 | 96.0% |
| Address a concern | 49,323 | 95.9% |
| Give proof or reassurance | 48,137 | 93.6% |
| State limits or disclosures | 43,560 | 84.7% |
| Explain Or Support | 24,910 | 48.4% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 37,952 | 73.8% |
| Outer Envelope | 37,952 | 73.8% |
| Insert Or Terms Pages | 25,859 | 50.3% |
| Voucher Coupon Or Certificate | 12,635 | 24.6% |
| Self Mailer Body | 9,317 | 18.1% |
| Undetermined Component | 2,422 | 4.7% |
| Reply Device | 2,032 | 4.0% |
| Card Carrier Device | 286 | 0.6% |
| Booklet Or Catalog Body | 235 | 0.5% |
Use plain language and complete claims
The reader should not need banking expertise to understand the offer.
Write from the reader’s decision. Do not write from the company structure. Use common words. Define a specialist term the first time you use it.
Get $400 free. Best checking. No fees ever.
If you want to review this checking account, see the bonus rule, the monthly fee, and any APY tier. Open online or call. The bonus is limited to the requirements printed next to it.
Useful sentence patterns
- Open this account: [bonus rule], [fee], [APY tier], [action].
- When switching banks, review [account type] with [requirement] and [limit].
See the observed message-sequence labels
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Qualification → Next Step → Proof | 4,915 | 9.6% |
| Offer → Next Step → Qualification → Proof | 3,649 | 7.1% |
| Offer → Next Step → Proof → Qualification | 3,251 | 6.3% |
| Offer → Proof → Next Step → Qualification | 2,291 | 4.5% |
| Offer → Qualification → Proof → Next Step | 2,244 | 4.4% |
| Offer → Proof → Qualification → Next Step | 2,222 | 4.3% |
| Qualification → Offer → Next Step → Proof | 1,781 | 3.5% |
| Proof → Offer → Next Step → Qualification | 1,564 | 3.0% |
| Proof → Offer → Qualification → Next Step | 1,425 | 2.8% |
| Proof → Offer → Next Step | 1,212 | 2.4% |
| Proof → Offer → Next Step → Qualification → Problem | 1,063 | 2.1% |
| Proof → Next Step → Offer → Qualification | 996 | 1.9% |
| Next Step → Offer → Qualification → Proof | 964 | 1.9% |
| Offer → Next Step → Proof | 961 | 1.9% |
| Qualification → Offer → Proof → Next Step | 845 | 1.6% |
| Offer → Next Step → Proof → Qualification → Problem | 821 | 1.6% |
| Next Step → Offer → Proof → Qualification | 754 | 1.5% |
| Next Step → Proof → Offer → Qualification | 705 | 1.4% |
| Next Step → Offer → Proof | 684 | 1.3% |
| Proof → Next Step → Offer | 644 | 1.3% |
| Offer → Proof → Next Step | 615 | 1.2% |
| Offer → Next Step | 599 | 1.2% |
| Proof → Next Step → Offer → Qualification → Problem | 581 | 1.1% |
| Proof → Next Step | 579 | 1.1% |
| Next Step → Proof | 543 | 1.1% |
| Offer → Proof → Next Step → Qualification → Problem | 530 | 1.0% |
| Next Step → Proof → Offer → Qualification → Problem | 512 | 1.0% |
| Proof → Offer → Next Step → Problem → Qualification | 512 | 1.0% |
| Proof → Qualification → Offer → Next Step | 509 | 1.0% |
| Proof → Offer → Next Step → Problem | 473 | 0.9% |
| Next Step → Offer | 470 | 0.9% |
| Offer → Next Step → Qualification | 440 | 0.9% |
| Proof → Next Step → Offer → Problem → Qualification | 426 | 0.8% |
| Offer → Qualification → Next Step | 403 | 0.8% |
| Next Step → Qualification → Offer → Proof | 355 | 0.7% |
| Offer → Next Step → Problem → Proof | 347 | 0.7% |
| Proof → Qualification → Offer → Next Step → Problem | 342 | 0.7% |
| Next Step → Offer → Problem → Proof | 302 | 0.6% |
| Proof → Next Step → Offer → Problem | 302 | 0.6% |
| Next Step → Offer → Qualification → Problem → Proof | 291 | 0.6% |
| Offer → Proof → Next Step → Problem | 285 | 0.6% |
| Next Step | 283 | 0.6% |
| Next Step → Proof → Offer | 280 | 0.5% |
| Offer → Qualification → Next Step → Proof → Problem | 271 | 0.5% |
| Next Step → Offer → Qualification → Proof → Problem | 270 | 0.5% |
| Proof → Next Step → Qualification → Offer | 264 | 0.5% |
| Offer → Next Step → Qualification → Problem → Proof | 255 | 0.5% |
| Next Step → Proof → Qualification → Offer | 240 | 0.5% |
| Next Step → Offer → Proof → Qualification → Problem | 235 | 0.5% |
| Offer → Next Step → Qualification → Proof → Problem | 220 | 0.4% |
Keep the offer in one place
A clear offer states the value, the action, the timing, and who can use it.
Keep these four parts in one reading path. The offer becomes hard to understand when the reader must search for a limit or a deadline.
See offer and qualification data
| Offer label | Pieces | Share |
|---|---|---|
| Price Or Payment | 47,365 | 92.1% |
| Discount Or Savings | 30,699 | 59.7% |
| Reward Or Bonus | 22,928 | 44.6% |
| Rate Or APR | 21,507 | 41.8% |
| Free | 20,275 | 39.4% |
| Appointment Or Event | 6,835 | 13.3% |
| Fee Waiver | 1,796 | 3.5% |
| Bundle | 240 | 0.5% |
| Qualification level | Pieces | Share |
|---|---|---|
| High | 17,862 | 34.7% |
| Low | 16,158 | 31.4% |
| Moderate | 15,328 | 29.8% |
| None Or No Offer | 2,069 | 4.0% |
Connect every claim to proof
Trust grows when a claim, its evidence, and its limit stay together.
What do you want the reader to believe?
What fact, credential, or process supports it?
What condition changes the meaning?
Assign an owner to every important claim before design begins. Keep the evidence file, the limit, and the approval date with the claim.
See proof and objection data
| Proof label | Pieces | Share |
|---|---|---|
| Security Or Privacy | 42,028 | 81.7% |
| Testimonial | 19,030 | 37.0% |
| Local Presence | 18,266 | 35.5% |
| Credentials Or Certification | 18,071 | 35.1% |
| Guarantee or reduced risk | 9,797 | 19.1% |
| Tenure Or Experience | 7,915 | 15.4% |
| Rating Or Award | 6,370 | 12.4% |
| Process Explanation | 2,172 | 4.2% |
| Product Or Service Detail | 1,118 | 2.2% |
| Customer Or Scale Count | 116 | 0.2% |
| Concern addressed | Pieces | Share |
|---|---|---|
| Eligibility Or Qualification | 33,124 | 64.4% |
| Time Or Urgency | 30,845 | 60.0% |
| Price Or Affordability | 28,073 | 54.6% |
| Risk Or Security | 25,761 | 50.1% |
| Switching Or Change | 24,600 | 47.8% |
| Effort Or Convenience | 23,015 | 44.8% |
| Trust Or Credibility | 11,823 | 23.0% |
| Commitment Or Contract | 1,582 | 3.1% |
Design for a quick household scan
Use layout to reduce uncertainty. Do not use decoration as proof.
Review the printed piece at its real size. Also hold it at arm’s length. Check it under normal household light.
See observed visual labels
A visual label means the system found an image idea near text. It is not a pixel measurement.
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 51,415 | 100.0% |
| Product Or Service Text Adjacent | 24,358 | 47.4% |
| People Or Lifestyle Text Adjacent | 15,087 | 29.3% |
| Diagram Or Comparison Text Adjacent | 13,137 | 25.5% |
| Copy Led | 2 | 0.0% |
Use personal data only when it helps
Relevance comes from the reason for contact, not from a printed name alone.
Use personal data only when it is accurate, useful, and suitable for the message. Do not expose sensitive information on the envelope.
Connect each personal fact to a useful reason for contact. Create a safe fallback for every missing field. Print and check every variable version.
See observed personalization labels
| Personalization label | Pieces | Share |
|---|---|---|
| Customer Or Account Context | 34,194 | 66.5% |
| Local Or Geographic | 26,972 | 52.4% |
| Named Representative | 14,684 | 28.6% |
| Unique Code Or Web Address | 9,254 | 18.0% |
| Named Recipient Or Salutation | 7,937 | 15.4% |
| Product Specific Recommendation | 7,731 | 15.0% |
| Deadline Or Renewal Date | 3,848 | 7.5% |
| Selected Or Prequalified | 1,000 | 1.9% |
Named-recipient language is 15.4% of pieces and 11.5% on an equal-brand mean.
Large mailers can inflate the piece-weighted rate.
Name-on-the-letter is not a strategy.
Give the reader one main next step
Two response paths can work together when one is clearly primary.
87.7% in this banking catalog. Observed frequency does not set its role in your brief.
70.4% in this banking catalog. Choose one primary path for the campaign.
Open-account URL primary; phone secondary.
See response-path and next-step data
| Response path | Pieces | Share |
|---|---|---|
| Web Address | 45,113 | 87.7% |
| Phone | 36,221 | 70.4% |
| Apply Or Enroll | 35,702 | 69.4% |
| Shop Or Order | 17,270 | 33.6% |
| Appointment Or Quote | 10,727 | 20.9% |
| Qr | 2,407 | 4.7% |
| Reply Mail | 2,032 | 4.0% |
| Donation | 936 | 1.8% |
| Store Or Location | 845 | 1.6% |
| Main next step | Pieces | Share |
|---|---|---|
| Web Address | 22,013 | 42.8% |
| Apply Or Enroll | 11,060 | 21.5% |
| Phone | 10,875 | 21.1% |
| Shop Or Order | 4,178 | 8.1% |
| None Detected | 1,314 | 2.6% |
| Appointment Or Quote | 1,230 | 2.4% |
| Qr | 447 | 0.9% |
| Donation | 158 | 0.3% |
| Store Or Location | 100 | 0.2% |
| Reply Mail | 42 | 0.1% |
Make the claim clear before you add the disclosure
A limit should explain a true claim. It should not rescue a misleading one.
The main claim must be true on its own. Place a material limit where the reader will see it with the claim.
Review these topics
- APY
- bonuses
- fees
- eligibility
- advertising rules
This guide is not legal or financial advice. It does not promise approval, eligibility, savings, coverage, or investment performance. The licensed firm owns its rates, terms, eligibility, and approval decisions.
See disclosure-balance data
| Disclosure balance | Pieces | Share |
|---|---|---|
| Promotion and limits are balanced | 28,029 | 54.5% |
| Disclosure Heavy | 8,967 | 17.4% |
| Little promotion or qualification | 7,982 | 15.5% |
| Promotion is more prominent | 6,439 | 12.5% |
Mail for a real banking moment
Plan from the in-home date. Use urgency only when the deadline is real.
Choose the date when the household should receive the mail.
Allow time to read, compare, and ask questions.
Use a real deadline only when the offer has one.
Keep the mailed promise in the quote page and call.
Plan from a real switch or tax-refund moment only if the list has it.
Time comparisons use only 1,242,943 records with a usable date (56.1459% of the eligible catalog). The remaining 970,831 records stay in full-catalog counts but do not enter time comparisons. Treat any time pattern as descriptive, not causal.
Follow useful category rules, then make one clear difference
A strong difference helps the reader understand or trust the offer.
The largest senders can make a design choice look common. Compare the number of pieces with the number of sender labels that use the same choice.
Use one clear audience, useful proof, and one main response path.
A deposit market. Do not treat it as a credit-card package.
Do not use a louder claim only to look different.
See sender concentration measures
The data has 2,202 sender labels.
The ten largest sender labels in this banking catalog account for 34.1% of pieces.
The largest sender label in this banking catalog is Bank of America (2,155 pieces).
A practical first banking campaign
Build a clear first version. Then change one item in each test.
- 01
Set the goal
Collect an account opening or a qualified call.
- 02
Write one audience sentence
For a household comparing bank accounts, this piece helps them review the bonus, fee, and interest rate before they open an account or call.
- 03
Choose the first version
Lead with a real incentive is the leading observed message pattern at 47.5% in this banking catalog. Use it only when it fits the reader and decision. Account type, bonus or APY, fee, action, eligibility.
- 04
Choose the package
Envelope + Letter + Inserts is the leading observed format at 48.3% in this banking catalog. Choose it only when it fits the reading job.
- 05
Set the response path
Open-account URL primary; phone secondary.
- 06
Prepare proof and final checks
Bank identity and security with an owner. Claim ledger, bonus requirements, URL match, seed piece.
Change one item at a time
- Control: bonus + fee + requirement.
- Cell A: bonus-first versus fee-first.
- Cell B: proof only.
Final review checklist
Use this list before the piece goes to print.
Do
- Say checking or savings in the brief.
- Put bonus requirements next to the bonus.
- State the monthly fee.
- Use one primary open-account path.
- Assign a proof owner.
- Match the landing-page account.
- Inspect disclosure size.
- Start under FS&I.
- Keep cards on the sibling URL.
- Hold format until the control is stable.
Do not
- Do not promise a bonus without the requirement.
- Do not imply APY has no tier.
- Do not brief this as a credit card.
- Do not hide monthly fees.
- Do not invent a trend.
- Do not run equal-weight CTAs.
- Do not paste competitor copy.
- Do not claim lift.
- Do not treat name-only merge as strategy.
- Do not treat investments mail as banking.
Questions a new reader may ask
These answers explain the data and its limits.
Does a high piece count mean this mail works?
No. A large catalog count shows what arrived, not what got a response, a sale, or a cheaper cost per result.
Does this page promise approval, eligibility, or savings?
No. Quotes, rates, coverage, approval, and eligibility stay with the carrier or lender. This page only describes catalog mail patterns and how to brief a control.
Is checking really the majority?
Yes. Checking is 58.6% of the banking catalog.
Are format and audience labels exact envelope specs?
No. Physical-format, audience, and next step labels are computer-assigned labels unless independently validated. They help you brief a test. They do not set a winning spec.
How to read the data
The appendix keeps the evidence visible. It also marks the limits of the research.
2,213,774 physical-mail records meet the archive’s eligibility rules; 2,213,652 were analyzed and 122 remain unknown.
1,873,585 records have an assigned industry. 340,189 do not and are excluded from industry tables.
1,242,943 records have a usable date (56.1459%). 970,831 remain undated.
There are no response, conversion, revenue, cost, lift, or return fields. A common pattern is not a proven winner.
Open the full appendix
| Page job | Pieces | Share |
|---|---|---|
| Exterior Or Lead Page | 51,417 | 100.0% |
| Ask for a response | 50,201 | 97.6% |
| State the offer | 49,371 | 96.0% |
| Address a concern | 49,323 | 95.9% |
| Give proof or reassurance | 48,137 | 93.6% |
| State limits or disclosures | 43,560 | 84.7% |
| Explain Or Support | 24,910 | 48.4% |
| Component | Pieces | Share |
|---|---|---|
| Letter | 37,952 | 73.8% |
| Outer Envelope | 37,952 | 73.8% |
| Insert Or Terms Pages | 25,859 | 50.3% |
| Voucher Coupon Or Certificate | 12,635 | 24.6% |
| Self Mailer Body | 9,317 | 18.1% |
| Undetermined Component | 2,422 | 4.7% |
| Reply Device | 2,032 | 4.0% |
| Card Carrier Device | 286 | 0.6% |
| Booklet Or Catalog Body | 235 | 0.5% |
| Message sequence | Pieces | Share |
|---|---|---|
| Offer → Qualification → Next Step → Proof | 4,915 | 9.6% |
| Offer → Next Step → Qualification → Proof | 3,649 | 7.1% |
| Offer → Next Step → Proof → Qualification | 3,251 | 6.3% |
| Offer → Proof → Next Step → Qualification | 2,291 | 4.5% |
| Offer → Qualification → Proof → Next Step | 2,244 | 4.4% |
| Offer → Proof → Qualification → Next Step | 2,222 | 4.3% |
| Qualification → Offer → Next Step → Proof | 1,781 | 3.5% |
| Proof → Offer → Next Step → Qualification | 1,564 | 3.0% |
| Proof → Offer → Qualification → Next Step | 1,425 | 2.8% |
| Proof → Offer → Next Step | 1,212 | 2.4% |
| Proof → Offer → Next Step → Qualification → Problem | 1,063 | 2.1% |
| Proof → Next Step → Offer → Qualification | 996 | 1.9% |
| Next Step → Offer → Qualification → Proof | 964 | 1.9% |
| Offer → Next Step → Proof | 961 | 1.9% |
| Qualification → Offer → Proof → Next Step | 845 | 1.6% |
| Offer → Next Step → Proof → Qualification → Problem | 821 | 1.6% |
| Next Step → Offer → Proof → Qualification | 754 | 1.5% |
| Next Step → Proof → Offer → Qualification | 705 | 1.4% |
| Next Step → Offer → Proof | 684 | 1.3% |
| Proof → Next Step → Offer | 644 | 1.3% |
| Offer → Proof → Next Step | 615 | 1.2% |
| Offer → Next Step | 599 | 1.2% |
| Proof → Next Step → Offer → Qualification → Problem | 581 | 1.1% |
| Proof → Next Step | 579 | 1.1% |
| Next Step → Proof | 543 | 1.1% |
| Offer → Proof → Next Step → Qualification → Problem | 530 | 1.0% |
| Next Step → Proof → Offer → Qualification → Problem | 512 | 1.0% |
| Proof → Offer → Next Step → Problem → Qualification | 512 | 1.0% |
| Proof → Qualification → Offer → Next Step | 509 | 1.0% |
| Proof → Offer → Next Step → Problem | 473 | 0.9% |
| Next Step → Offer | 470 | 0.9% |
| Offer → Next Step → Qualification | 440 | 0.9% |
| Proof → Next Step → Offer → Problem → Qualification | 426 | 0.8% |
| Offer → Qualification → Next Step | 403 | 0.8% |
| Next Step → Qualification → Offer → Proof | 355 | 0.7% |
| Offer → Next Step → Problem → Proof | 347 | 0.7% |
| Proof → Qualification → Offer → Next Step → Problem | 342 | 0.7% |
| Next Step → Offer → Problem → Proof | 302 | 0.6% |
| Proof → Next Step → Offer → Problem | 302 | 0.6% |
| Next Step → Offer → Qualification → Problem → Proof | 291 | 0.6% |
| Offer → Proof → Next Step → Problem | 285 | 0.6% |
| Next Step | 283 | 0.6% |
| Next Step → Proof → Offer | 280 | 0.5% |
| Offer → Qualification → Next Step → Proof → Problem | 271 | 0.5% |
| Next Step → Offer → Qualification → Proof → Problem | 270 | 0.5% |
| Proof → Next Step → Qualification → Offer | 264 | 0.5% |
| Offer → Next Step → Qualification → Problem → Proof | 255 | 0.5% |
| Next Step → Proof → Qualification → Offer | 240 | 0.5% |
| Next Step → Offer → Proof → Qualification → Problem | 235 | 0.5% |
| Offer → Next Step → Qualification → Proof → Problem | 220 | 0.4% |
| Visual label | Pieces | Share |
|---|---|---|
| Image Led | 51,415 | 100.0% |
| Product Or Service Text Adjacent | 24,358 | 47.4% |
| People Or Lifestyle Text Adjacent | 15,087 | 29.3% |
| Diagram Or Comparison Text Adjacent | 13,137 | 25.5% |
| Copy Led | 2 | 0.0% |
Source: Expanded Banking sector extract from 2,213,774 eligible records. 2,213,652 records were analyzed; 122 were explicitly unknown. Analysis received August 15, 2026. The expanded catalog has 2,213,774 eligible physical-mail records; 2,213,652 were analyzed and 122 remain unknown. Industry tables cover 1,873,585 records with an assigned industry. Computer-assigned labels can contain errors.