A Purse-full of Response

Let’s pretend you’re a women’s fashion retail chain with a store credit card program. You ink a deal with VISA to launch a co-branded credit card that will replace what store card-holders currently use. You not only need to notify these customers that a new card will be showing up in their mailboxes, but you want to encourage them to activate and use the card. Standing in your way is a dismal industry-average response rate of one-percent or less to credit card acquisition offers, and the possibility that your mailing will be perceived as guilty by association.