Background:

Acquire new Platinum card customers.

The solution:

To make the pack stand-out and cut through the usual financial jargon, it contained one word "yes", making applying a foregone conclusion.


Mailed to existing customers, pre-qualified, to upsell to the Platinum card.

Results:

Response rates increased by 36%, conversion was up by 42%.

 

Source: Barclaycard - DMA Award Winner Silver 2012

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