Stacked Offer Campaign
Direct Mail, Digital
To optimize acquisition, we ran a dual-channel test combining direct mail and online landing pages. The goal was to understand which offers drove the most response, which created the highest-quality customers, and how engagement differed between simple and stacked incentives.
Testing offers across direct mail and digital
Direct Mail
We mailed 1M prospects across four incentive tiers to measure response, activation, and direct deposit adoption. The test showed clear differences between offers in terms of volume versus quality.
Online Acquisition
We tested all the offer pages against the current champion to compare on-site behavior. The results revealed how simplicity versus complexity shaped engagement and intent.
Direct Mail Insights
The direct mail campaign tested $100, $200, and $400 offers against a baseline to see how different incentives shaped customer actions. We looked beyond response rates to understand which reward levels drove scale, which felt attainable, and which created higher-value, longer-term customers.
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Simple and broad appeal. Response rate (+64% vs. baseline) made it the strongest traffic driver.
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Balanced actions ($100 direct deposit + $100 bill pay) felt achievable. Resulted in 77% activation and 75% direct deposit adoption—the highest-quality outcomes.
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Richest reward with heavier requirements. Produced 78% activation and 57% direct deposit adoption, appealing to a smaller but highly motivated group.
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65% of traffic came from QR but generated 88% of activations—the clearest indicator of motivation.
Acquisition Page Insights
The online landing page test compared $100, $200, and $400 stacked offers against our current acquisition champion. By analyzing how visitors scrolled, clicked, and engaged with forms, we uncovered how simplicity versus complexity influenced drop-off, form completion, and overall intent.
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Attracted higher volume overall, but 81% dropped after clicking into the email field, leaving only 12% engaging with the form.
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Smaller audience, but 33% form engagement—a 166% improvement vs. the $100 page. Users who reached the form showed stronger intent.
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More interaction with FAQs and disclosures (~3.5% vs. 2%) indicated added complexity, but also that users were more seriously considering the offer.