Single-Service vs. Control Group: a Case Study2015-03-19T08:53:43+00:00

Project Description

SINGLE-SERVICE: ACTIVITY MEASURED AGAINST CONTROL GROUP

Situation:

The financial institution wanted to increase product penetration and decrease attrition among their single service households. They were interested in testing the effectiveness of direct mail in achieving these results.

Solution:

With the help of their MARQUIS OnTrax Consultant, a group of 13,911 single service households was identified and a strategy was developed to produce and test direct mail. A control group was set up, comprised of 20% of the total qualifying households. This group received no communications. The remaining households received a series of four postcards approximately one month apart, promoting auto loans, credit cards, real estate loans and checking accounts.

Results:

Overall, this successful campaign generated over $139k in profit with a response rate that returned nearly four times that of the control group.

SOLUTIONS USED

MARQUIS OnTrax | MARQUIS Creative