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Additional tactics: Article #1
Objective:
To introduce credit union members to the spectrum of available services
Outcome:
Response rate = 3%
(exceeded expectations)
Article #2
Objective:
To encourage credit union members to call for a services review
Outcome:
Response rate = 2%
(met expectations)
Direct mail
Objective:
To alert credit union members about a no-cost policy opportunity plus upsell to a higher benefit
Outcome:
Response rate = 11%; conversion rate = 2% (exceeded expectations)
Email #1
Objective:
To spark interest in American Girl customers for new sports products
Outcome:
Open rate = 18%; click-through rate = 3% (met expectations)
Email #2
Objective:
To celebrate the holiday with American Girl fans and customers
Outcome:
Open rate = 24%; click-through rate = 4% (exceeded expectations)
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