Increased Card Usage Case Study

Increased Card Usage in Arkansas With SHAZAM Marketing Services

CHALLENGE:

Our client wanted to increase debit card transactions from their business accountholders whom normally use checks for purchases. They were also looking for a way to increase business account foot traffic into their branch. The objective of this direct mail campaign was for our team to write, design and implement a direct mail piece to help decrease the amount of business checks written, increase business debit card transactions and drive more customers into the branch location.

SOLUTION:

An eye-catching direct mail piece was developed that included a special incentive for business customers to use their debit card instead of writing checks. With each business debit card transaction made, the accountholder was entered for a chance to win a gift card for $250. We also incorporated a perforated detachable tab on the side of the mailer that business accountholders could tear off and bring into the branch for 10 additional entries to win the $250 gift card.

RESULTS: 

Of the 214 business accountholders the direct mail piece was sent to, 17 used their debit cards during the designated 90 days and 7 returned the detachable perforated tab for extra entries. That’s an 8% increase of business accountholders using their debit cards instead of checks during the promotional period creating a 54% increase in debit card usage between those 17 participants, and the campaign also improved in-branch foot traffic 3%.

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