Server: Netscape-Communications/1.1 Date: Thursday, 18-Dec-97 06:52:24 GMT Last-modified: Thursday, 20-Nov-97 22:53:00 GMT Content-length: 8468 Content-type: text/html Harland Direct Marketing Success Story
Success Stories

Direct Marketing Success Story:

Deposit Guaranty

Jackson, Mississippi

Issue

Deposit Guaranty, a long-time user of Harland's MAX$ELL system to help with their direct marketing efforts. They wanted to find a way to save time and money on the direct mail pieces they were developing.

Project

Deposit Guaranty purchased MAXLIST to help them add efficiency to their direct marketing campaigns. MAXLIST can be used with any outside list of prospects and or customers. The system can interpret any format and layout.

Once a file is reorganized, users can "household"; the list, standardizing addresses and identifying existing customers.

Before using MAXLIST, the bank's marketing department had to go through a long process of sending lists to an outside vendor to be processed. With MAXLIST, they can pull a database file from the mainframe or any external service, save it on the hard drive and pull it into the system.

The bank can save the names, profile the prospects ad conduct other research on customers. So, the next time they want to create a mailing, they know who to purge from a list and why.

Result

Deposit Guaranty's direct mail campaign averaged a 200 percent return-on-investment. In the first five months, the bank completed 12 projects, and estimates saving $150 per mailing list in outsource charges.



Direct marketing Success Story:

Union Planters Bank

Humboldt, Tennessee

Issue

Union Planters Bank in Humboldt, Tennessee, has successfully used Harland as its exclusive vendor for printed products for several years. They wanted to develop a targeted, innovative direct marketing campaign.

Project

Through her Harland sales representative, Donna Moore, Vice President and Marketing Director for Union Planters, discovered Harland's ability to produce creative, targeted direct marketing programs.

In October 1995, Harland and Union Planters teamed up to produce a campaign to increase credit customers. Harland created a 12,000 piece mailing for pre-approved revolving credit lines. The piece also included checks that would allow customers to access half of their available credit line. The campaign was so successful, Union Planters decided to run it again in June 1996. This time it was even more targeted, since the bank was able to eliminate mailings to customers who had responded to the previous offer.

Harland also created a campaign in May 1996 that reminded customers to use their lines of credit for vacation plans. Harland's vacation planning kit contained a letter with a first time offer for customers to access lines of credit with checks.

Results

The initial direct mail campaign for pre-approved credit lines drew a 2.5 percent response rate and $1million in loans.

The vacation planning kit campaign drew a rewarding 7 percent response rate. "We are extremely pleased with everything Harland has done for us," says Moore.



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