Improving acquisition results through testing and refinement.

One key tactic to improve direct marketing response is continuous testing and refinement. When Bread Financial launched two new AAA Visa Cards in market, we first developed the initial direct marketing materials. But it didn’t stop there. Bread then asked us to help with the development of test creative for their pre-screened acquisition direct mail and email.

Each quarter, we updated the creative to test different components, while also maintaining the integrity of the control. The results of these tests have helped to continuously refine the offers and creative to maximize their effectiveness.

Bread Financial AAA email with Pre-Approved messaging — We tested a different headline focus, shifting from branded to pre-approved messaging to more quickly communicate the low hurdle for prospects.

AAA letter and envelope withe Pre-Approved messaging — We tested a different headline focus, shifting from branded to pre-approved messaging to more quickly communicate the low hurdle for prospects.

AAA email with limited time offer: Earn a $200 statement credit — We tested more headlines, as well as various limited-time only offers.

AAA email with headline featuring up to 5% cash back on AAA Daily Advantage Visa Signature Credit Card — We tested more headlines, as well as various limited-time only offers.

3 different AAA statement inserts all with differentiating graphics and headlines promoting the Visa Daily and Travel Credit Cards — The test creatives were applied to both single and dual-product communications.

Improving acquisition results through testing and refinement.

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