One key tactic to improve direct marketing response is continuous testing and refinement. When Bread Financial launched two new AAA Visa Cards in market, we first developed the initial direct marketing materials. But it didn’t stop there. Bread then asked us to help with the development of test creative for their pre-screened acquisition direct mail and email.
Each quarter, we updated the creative to test different components, while also maintaining the integrity of the control. The results of these tests have helped to continuously refine the offers and creative to maximize their effectiveness.
We tested a different headline focus, shifting from branded to pre-approved messaging to more quickly communicate the low hurdle for prospects.
We tested more headlines, as well as various limited-time only offers.
The test creatives were applied to both single and dual-product communications.
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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
