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Highly-targeted emails increase retention among small business cardholders.

Relevant messaging is one of the keys to developing effective retention campaigns, especially when dealing with the diverse segments associated with small business credit cards. Understanding this, Visa and BB&T turned to Media Logic to design and develop a multi-touch series of email communications in support of BB&T’s card portfolio.

The strategy first involved addressing the specific pain points of different behavioral segments and then identifying the relevant small business card benefits that would address those concerns to help re-engage the cardholder audience.

Applying our deep small business marketing experience with our knowledge of email best practices, Media Logic developed an approach that allowed for customized cardholder communications. This gave BB&T the ability to efficiently and comparatively test the impact of different engagement strategies.

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