Case Study - Bank

Technologies Used: Digital Direct Mail

 Background

•A regional bank located in the Southeast United States, was looking to position itself as the premier regional banking choice for personal checking options in the Southeast.  


•The bank also sought to support efforts in growing the number of new checking accounts. 


• After completing a discovery process with the client, we decided to launch a Digital Direct Mail campaign that would complement a targeted direct mail program. 


•We built a one-month Digital Direct Mail Campaign in selected regional areas to a targeted segment of the bank’s direct mail list.  


•The campaign was centered around new checking or business account acquisitions driven to a vanity URL that was created for the campaign and installed with Google Analytics for tracking purposes. 


Results

•Time on site for Digital Direct Mail visitors was 40% higher and bounce rate was 3.5% lower than the site average.  


•The direct mail side of the campaign generated a response rate of 0.61% while the Digital Direct Mail campaign generated a 1.09% response rate.  


•An increase overall budget by 5.83% for Digital Direct Mail helped generate a 79% lift in overall campaign effectiveness