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Case Studies

Financial Services

Thorough Testing and Revision Creates Improved Performance

Opportunity

An online lender was looking to update its direct mail offerings to customers, applying a new strategy and updated creative developed by IWCO.

THE GOAL:

Drive increased response rate among new customers and increase the rate of credit card issuance to direct mail respondents.

Solution

IWCO created an updated creative strategy and developed updated messaging, packaging, and personalization in a new direct mail campaign.
This new creative testing included:
  • Updated OEs and Inserts
  • MVT variables: Subheads, Benefits, CTAs, QR Codes
  • Personalized DOD Card vs. generic version
  • Updated Heavy Insert test
  • Updated Innovative/Iterative packages
  • Revised Messaging
  • Multiple winning tests that gave robust rotational control

Results

The strategy developed and implemented by IWCO, together with the updated creative offerings, proved instrumental in increasing response rates in the new customer credit card acquisition programs. The client praised our partnership:

“I have found IWCO to be helpful from a strategic standpoint. I have a partner that I can rely on, to bounce strategic ideas off of, and do strategic planning with. It’s great.”

IMPACT

The client saw a significant rise in responses drawn from the test creative, which resulted in the following:
  • 6.8% – 18.1% response lift of Full-Factorial MVT across three segments
  • 29% response lift on Heavy Insert test
  • 11% – 49% (AVG 30%) response lift on DOD Card, depending on segment

Read more case studies

Explore our case studies to see how IWCO creates direct marketing success for clients.

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