MediaBuyerPlanner: Credit Card solicitation response rates have been declining in recent years, just as the volume of mailed offers has continued to rise, but the Arriva credit card direct mail campaigns are delivering average response rates four times the industry norm.
The card, introduced in July by Global Cash Access Holdings Inc., aims to serve frequent casino visitors, writes DM News.
The campaign, developed by RowenWarren, integrated a website, direct mail, take-away brochures and print ads. The initial drop in July went to 100,000 names and tested three formats, and the average response rate was about four times higher than the 2005 industry average of 0.3 percent. A branding piece produced an even higher response rate.
In 2007, Global Cash Access will drop 200,000 pieces monthly. RowenWarren credits the success of the campaign to the fact that it integrates branding elements with direct marketing.
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