| By Jim Bruene on January 25, 1997 1:42 PM | Comments (0) |
Security First Network Bank (Atlanta, GA; 8,000 customers) reported a 16% response rate to its November test solicitation for its new credit card (see OBR 11/96 p.19 for a complete description of the new card). An E-mail was sent to 1,000 of SFNB’s top customers (hmmm…I didn’t get one) inviting them to apply; 160 did. While this statistic has no bearing on what SFNB or anybody else will get in a “real” credit card marketing solicitation, it’s nevertheless promising. When was the last time you achieved a 16% response to a marketing campaign of any sort? Michael Karlin is President, 404.679.3201, karlin@sfnb.com.
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