The Challenge

An East Coast bank with 149 branches had been getting poor response from its traditional campaigns, using an attribute-based approach to prospect modeling. It needed a more sophisticated and targeted audience strategy along with a multi-channel approach to boost response rates and booked loans.

Results

We helped the bank boost loans and responses:

1.3%
Booked loan rate
95%
Response lift
2.5%
Open rate for DDA accounts (Halo effect)

The Solution

We leveraged custom-built data modeling with prescreen credit bureau data to find the customers most likely in need of a loan. We targeted them with highly personalized offers using a cross-channel approach with direct mail, email, and outbound calling. The approach netted the bank’s highest-ever response rates for this type of campaign.

What did we do?

We started by understanding and defining the key desired business outcomes:

  • Increase in booked loans
  • Response lift

How did we do it?

We developed a focused campaign based on four essential steps. We:

  1. Designed custom financial data modeling combined with prescreen credit bureau data to identify high-need customer prospects.
  2. Created highly personalized offers with creative to drive engagement.
  3. Built a connected campaign channel strategy featuring direct mail, email and outbound calling.
  4. Tested and optimized campaign messaging to achieve the bank’s best response rates for a customer cross-sell/retention campaign.

Services provided

Strategy

  • Audience
  • Channel
  • Messaging

Data & Analytics

  • Enrichment
  • Modeling
  • Analytics
  • Measurement and Reporting

Creative

  • Print
  • Web
  • Editorial

Omnichannel

  • Direct Mail
  • Email