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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Consumers' economic concerns translated into high interest in card-linked offers, with 97 million cardholders tapping them at the end of 2023. PYMNTS reports that discounts and rewards drove much of this interest and even influenced spending decisions.
