Targeting the most effective set of credit worthy leads is often strenuous and time consuming. The difficulty of tracking specific leads that increase your market, sales and profits can be significantly reduced if you focus your marketing efforts on certain segments of the population. Performing a risk assessment and accurately selecting your target audience based on differing levels of credit worthiness supports your business goals and, in turn, proves to be a cost–effective method of obtaining profitable prospects.

My Mailing Leads has created three tools used to accurately perform a risk assessment. These tools, also known as Real Insights Products, are created from the financial transaction data of hundreds of million of consumers aggregated at the Zip+4 level. This level assures the privacy of consumers while at the same time providing valuable information that can be used for Invitation to Apply offers and more.

The first tool in determining credit worthiness is the risk assessment score which uses a statistically derived scoring system to identify credit performance based on credit usage and payment behavior. The score is based on mortgage, retail, credit card debt and other trade line information. Furthermore, the data is selectable based on age, income, home value, children's ages, mail order buyers and a host of other demographic and lifestyle factors. A risk assessment score helps marketers choose the specific credit segments they desire.

Another important factor in determining risk assessment is revolving bankcard balances. Six segments are available for analyzing various bankcard balances including: extremely low balance, moderately low balance, moderate balance, moderately high balance, high balance and extremely high balance. The revolving bankcard balance combined with the risk assessment score identifies individuals in need of extra money.

Finally, the bankcard utilization rate shows the percentage of the overall credit limit utilized on bankcards. Ten segments are available, from 0-10% to 91-100%. Using the utilization rate with the revolving bankcard balance tool locates prospects with the exact combination of available balance and balance used. The bankcard utilization rate targets consumers over-utilized for home equity lines of credit or under-utilized for home improvements or vacation offers.

Overall, a proper risk assessment test can prove to be a beneficial and successful business venture when determining which segments of the population to target. By combining the three risk assessment tools previously described, you are able to deliver your message to a select group of consumers who are most likely to listen and act upon your advertising promotions. Reaching prospects who may use your financial services can be easier if you take the time to analyze a consumer's credit worthiness, bankcard balances and utilized credit limit.

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