Barclaycard Case Study
Pre-mail Campaign
The challenge
Barclaycard was set up in 1966 and was the UK's first ever credit card. Since then, in the UK alone, Barclaycard has gained 8.4 million customers, with one in five of all UK credit cards a Barclaycard.
Barclaycard wanted to inform their credit card holders of the latest important direct mail campaign before it arrived at their front door. They needed something that would engage their target market but with results that were simple to achieve.
The solution
Rapide sent out a voice message to over 100,000 Barclaycard credit card holders as part of a direct marketing campaign to the customer’s landline phone numbers. The customers were told on the voice message that they would be receiving some important information through the post and to keep their eyes out for it.
The system Barclaycard use is very simple. A list of names and landline numbers are added into the Rapide database and a voice message is recorded. The voice message is then broadcast to the list.
Using this service for their direct marketing campaign, Barclaycard achieved a response rate of 21% - exceeding their expectations.
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