IDial Networks' direct mail campaign to 1 million consumers to promote its debit/ATM card netted 80,000 applications, the company announced this week.
The mail campaign targeted recent Latin American immigrants as well as consumers with no credit history or a poor credit record. The Visa debit card is being co-branded with Merchant Bankcard Services Corp., Fort Worth, TX.
For a $29.99 one-year membership fee, the debit card provides consumers with ATM access and includes a benefits package for discounts on prescription, vision, hearing and travel services.
The card allows consumers to wire money without paying transfer fees. This feature was included to appeal to Latin American immigrants, many of whom transfer funds to relatives abroad.
The company is planning e-mail and telemarketing campaigns to promote the card, which will be available in retail outlets in early 2001. IDial also plans to launch an Internet branded advertising campaign when it releases the card at the retail level. The expanded marketing campaign is expected to be operational by February.
IDial did not release specifics regarding its upcoming campaigns, but it plans to reach hundreds of thousands of previous credit card applicants, consumers seeking to improve their credit histories and those looking for ways to consolidate their debts.