Barclaycard wanted to acquire new Platinum card customers.
To make the pack stand-out and cut through the usual financial jargon, it contained one word "yes", making applying a foregone conclusion.
It was mailed to existing customers, pre-qualified, to upsell to the Platinum card.
Response rates increased by 36%, conversion was up by 42%.
Source: Barclaycard - DMA Award Winner Silver
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