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Westpac Cross-Sell
Westpac, one of Australia's largest banks, ran a direct mail campaign a few years ago to current their cardholders promoting the new Altitude American Express card as a complimentary rewards-earning credit card. If you live in Australia, then you might already be familiar with this award-winning campaign. While this campaign is now somewhat dated, I'd still like to share it as its success was in its relative simplicity.
As the campaign targeted existing cardholders, Westpac could provide comprehensive data on these customers. Westpac leveraged this data together with their existing customer relationship to emphasise the potential rewards of taking up the new card.
The campaign leveraged their existing customer data to provide rewards-based messages. Each mail pack included rule-driven images to show the customer their points potential based on their spending behaviour. A second image would then reveal the kind of reward they could enjoy with twice as many points.
The customer data was also used further customise the packs, by driving variable text that supported the inserted image, and tailored the message around each customer's personal details.
The results were fantastic. Westpac managed to lift response rates from 3.75 percent to 6.64 percent—by mailing the same customers for the third time! What's even more remarkable is that the campaign was a credit card promotion, which by their nature, have one of the lowest effectiveness rates in direct mail. The campaign scooped up a local direct marketing award and its success is now familar across the Australian direct marketing industry.
The campaign was developed by direct marketing agency Lavender and printed by Penfold Buscombe (now part of the Geon Group). The mail piece was personalised using XMPie uDirect Standard, which goes to prove that you don't necessarily need expensive VDP software to develop effective direct mail campaigns!
Posted on Monday, 6 October 2008 at 12:19 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/181
Comments
Motivating. Where do you manage to find the results of other people's campaigns?
Posted by Ryon on Monday, 6 October 2008 at 7:19 PM
Good question. Fortunately these response rates were made publicly available as the campaign was entered into the ADMA Awards a few years ago (www.admaawards.com.au).
Posted by Eliot on Monday, 6 October 2008 at 8:42 PM