Direct mail impacts financial marketing results
For decades, Prisma has been providing scalable marketing and print production services for National Bank of Arizona. Founded in Tucson in 1984, NB|AZ® was created with the goal of “building local relationships and providing exceptional customer service.” NB|AZ takes pride in their reputation as a leading regional financial institution. With this pride comes the motivation to continuously innovate how they market to their customers. Fortunately, Prisma shares this motivation.
NB|AZ’s objective was to promote a new campaign for a Personal No-Annual Fee Credit Card suite. With this offer, NB|AZ gives their clientele three different options for their new visa cards, each with their own benefits. By combining the power of direct mail with DM360+ for this campaign, Prisma provided NB|AZ the ability to deliver one:one marketing to nearly 5,000 potential clients with speed and efficiency.
Data Driven Decisions
To successfully execute this plan, Prisma worked with NB|AZ to produce and deliver 4,997 personalized mailers to targeted recipients. By using DM360+ for this campaign, NB|AZ delivered its marketing messages to the targets before, during and after the mailing with DM360+’s targeted advertising. DM360+ leverages the message of the direct mailer and reinforces it via online ads and digital retargeting. With the addition of Gmail, YouTube and Geo-retargeting ads DM360+ offers an even more robust customer experience than traditional DM360.
NB|AZ received 212,152 digital impressions during the campaign with an engagement rate of 11.8%. This exemplary engagement rate created a lift in the number of credit applications NB|AZ received during the lifecycle of the campaign.
With the continuing growth and evolution of banking NB|AZ can focus on growing their customer base through their own digital marketing campaigns and more while continuing to work with Prisma to streamline their one:one or direct mail campaigns.