BOA retargets jewelry buyers

Share this content:
Bank of America and Holsted Marketing are hoping that continuity will bring success to a mail progra
Bank of America and Holsted Marketing are hoping that continuity will bring success to a mail progra

Bank of America, in partnership with Holsted Marketing Inc., is planning a 300,000-piece direct mail campaign for April 15 that began with inserts on its billing statements.

For at least the past three years, Bank of America and its subsidiary, MBNA, have done a bangtail promotion — perforated mail-back tabs on statement envelopes — on its outgoing credit card statements promoting a jewelry continuity program. This year, the company decided to do a solo promotion sent to customers who had responded to the bangtail offer.

“We've had a lot of success with solo direct mail sent to buyer lists in the past and a solid buyer list is essentially what we created with the bangtail promotion,” explained Victor Benson, CEO/president of Holsted Marketing.

The mailing includes address labels and a letter that offers two more free gifts for “loyal Bank of America” customers that join the Elegant Earring Collection.

Benson said that, based on the success of the Bank of America remarketing push, other financial institution clients that run statement bangtail offers with Holsted may consider direct mail campaigns as well.

“Response to a solo direct piece is typically five to 10 times higher than an insert,” Benson said. “It's just good busi­ness sense to retarget the same buyers through another channel.”

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above