Our goal was to design and manage the print production of a campaign to promote the Access 3 Equity Line of Credit to current SunTrust banking and mortgage clients and retain existing equity clients. We have created a direct marketing program that maximizes response rates while managing production costs and adhering to strict legal requirements that differ by market.
This program uses a combination of offer rate testing, creative testing, and trigger marketing to reinforce relevant sales messaging by audience segment factoring in key insights such as the economy, internal home ownership and loan data points and stage in product lifecycle. We utilize multiple touch points per campaign by sending the initial direct mail package, a follow up email, and a reminder postcard. Consistent and significant sales revenue from the Access 3 Equity Line is generated by this campaign.