Increased Card Usage Case Study
Increased Card Usage in Arkansas With SHAZAM Marketing Services
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.
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.
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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