Multi-channel Marketing Drives Lift in Response Rate for Checking Acquisition

The Challenge

After successfully helping four financial institutions achieve strong checking acquisition and customer growth through direct mail alone, Deluxe was tasked with adding digital marketing channels to boost response rates—while maintaining overall campaign ROI.

The Solution

Deluxe recommended adding email and digital ads as second and sometimes third touchpoints to reach digital-first customers and boost ROI. Statistically significant campaign cells were created to measure the impact of each combination: digital only, email only and both combined. Because all Deluxe campaigns are anchored in verified addressable data, response attribution across channels remained accurate and reliable.

Deluxe customized emails—some with A/B subject line testing—and crafted creative with strong calls to action to boost open and click-through rates. Online channels used email, IP address and geo-fencing to drive prospects to the financial institutions’ websites or custom landing pages.

The Results

Adding email lifted checking-specific response rates by 29 percent on average and increased average checking balances by 25 percent over direct mail alone. Financial institutions that integrated online advertising into a targeted direct mail campaign saw an average response rate lift of 41 percent.