Innovative Debt Anxiety Solution
Response rate: 5%-15%
We developed this winning test using proprietary research among cardholders carrying a high balance and paying the minimum due. Not surprisingly, there was much anxiety about debt. What did surprise us: customers admitting they had an emotional issue – a “love/hate relationship” – with their cards.  We combined this message with a program promoting actual balance pay-down vs. a transfer, and achieved over 10 times the response!


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