TIMING

Fall 2012

OVERVIEW

CITI Bank targeted credit-worthy non-account holders in the promotion of its “Thank You Preferred Card”

OBJECTIVES

• Generate web traffic and raise awareness of a CITI Bank credit card offer by tapping into Digital Urgency’s consumer email database.
• Generate applications

TARGET

While CITI’s ideal customer was someone that was considered creditworthy and ages 18 and older, this particular client presented a unique set of challenges. Because legally, everyone that received the advertisement for a preapproved card was guaranteed to be approved, there was no margin for error when it came to selecting the target audience. Digital Urgency provided a copy of its email database to the client’s data service processor in order to work hand in hand to identify the ideal target consumer. The data service processor then provided an inclusion file of everyone within Digital Urgency’s consumer email file that met the rigid requirements of pre-approval to use for the customer acquisition campaign. The only reason that Digital Urgency was able to be involved in this opportunity was because it had successfully passed On Site Assessment using data security policies, policies and technology mirrored after the SSAE 16 Statement on Standards for Attestation Engagements (SSAE).

RESULTS

Reporting from the estimated 1.5 million emails showed open and HTML click-thru rates of 10.5% and 1.04% respectively, both marks outperformed standard industry averages by 2-3 times. As a result, Digital Urgency was utilized to execute various other CITI Bank credit card offers.