ard Marketing Case Studies

Below you will find some example case studies:

Credit Card
Case Study 16

“With some 500 card issuers making more hours of outbound
calls a year, our clients look to us for a more targeted, personalized approach.
The MarkeTouch Media system not only reaches their clients but
increases activity and improves response rates for their credit-card and
balance transfer campaigns while adding a human element to their campaign
before the mail hits.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading national bank was looking to increase application and activation results for both their pre-approved and full application credit card prospects. This bank’s goals were to:
• Increase response rate
• Increase application rate
• Improve balance transfer activity
• Drive prospects to their call center

STRATEGY
The strategy for this client was a MarkeTouch Media campaign focused on increasing customer response and credit card applications as part of the overall direct marketing effort. MarkeTouch Media developed a program around the bank’s current “titanium” card offer featuring a 1.9% interest rate.

ACTION PLAN
Developed two voice message campaigns targeting pre-approved and “full application” prospects timed to coincide with a direct mail offer over the Christmas holiday season. Messages were centered around key benefits like the 1.9% interest rate on balance transfers, no annual fee, and played on the fact that the “titanium” card was for smart minded consumers and a step above the rest. Pre-approved prospects were urged to call in to the call center to complete the quick and easy pre-approved application, while the “full application” prospects were invited to complete the direct mail “invita-tion” and return it to the card issuer.

BENEFITS/RESULTS
This client saw a 10% increase in balance transfer dollars, with a 9% reduction in cost per application. The overall increase in application rate in the call center for the voice message recipients ranged from 6 to 20%, with an average reduction in cost per thousand on balance transfer dollars of 14%. As a result, this client is utilizing the MarkeTouch Media system on an ongoing basis for both their balance transfer and card replacement cam-paigns.

Credit Card Case Study 16.1

Credit Card Case Study 16.2

Pre-Approved Credit Card
Case Study 17

“In credit card campaigns, activation and usage for success.
The MarkeTouch Media system not only reaches our clients’ customers, but
increases activity and improves response rates for their credit-card and
balance transfer campaigns.”
-Karin Bellantoni, MarkeTouch Media, Inc.

OVERVIEW
A leading national bank was looking to increase application and activation results for
their pre-approved credit card product. This bank’s goals were to:
• Exceed response rate of previous offers
• Increase application rate from “best credit” prospects
• Increase balance transfer accounts
• Drive prospects to their call center

STRATEGY
The strategy for this client was a MarkeTouch Media campaign that would achieve an improved response rate and create the opportunity for the call centers to complete the customer’s applications over the phone, allowing the in-bound reps to maximize the prospect’s customer service experience. MarkeTouch Media developed a voice message campaign and training program around the bank’s pre-approved card offer and 2.99% APR balance transfer rate. Data supplied for this offer was prospects having the highest credit scores, and can literally “pick and choose” among credit card offers that they receive.

ACTION PLAN
MarkeTouch Media developed a wave messaging campaign targeting pre-approved pros-pects with both a pre and post mail call built around a direct mail piece offer sent to 400,000 prospects. The pre-mail message was used to outline the benefits of the card offer, asking the recipient to watch their mailbox for their invitation and leaving them the 800 number for the call center as well. The post-mail call served as a reminder call, reinforcing the pre-approval, low rate and asking them to call into the call center. Call center staff received specialized MarkeTouch Media training in support of this campaign.

BENEFITS/RESULTS
For this campaign, the client saw over a 43% increase in overall response rate from prior programs. Of these respondents, 58% accepted the balance transfer offer, which equates to a over a 21% lift in net response for the entire offer.

Pre-Approved Credit Card Case Study 17.1

Pre-Approved Credit Card Case Study 17.2