SAYLENT EXPLORE
Boosting revenue through recurring card activation programs.

SAYLENT EXPLORE
Boosting revenue through recurring card activation programs. 

Established in

1937

Total Assets

$1.6 Billion

Headquartered in

Midland, MI

Established in

1937

Total Assets

$1.6 Billion

Headquartered in

Midland, MI

CHALLENGE

Decrease costs and improve member card activation and usage.

Dow recognized that a fair percentage of newly issued debit cards were not immediately activated. In addition, many cardholders who did activate their cards were not using them for transactions. Knowing that the longer cards go without activity meant a decreased chance of becoming “top of wallet” for the cardholder, Dow knew they had to intervene.

Solution

Identify and engage with newly issued and inactive cardholders.

With the help of CO-OP’s Monthly Activation Campaign Marketing Service, powered by Saylent, Dow has been able to identify newly-issued cards that are in danger of falling by the wayside, to curb the associated lost revenue.

The process – which has been developed and optimized over the years by Saylent – begins by identifying cards to target with the campaign. Dow isolates cards that were issued in the previous month but have not yet made a Point of Sale (“POS”) or Payment Transaction. Then, by utilizing email and/or direct mail, these cardholders are incentivized to make 5 POS or Payment Transactions during the campaign time-frame (one month). Those who qualify are rewarded with a $10 gift card.

Results

For those that qualified for the incentive, average transactions and average spend have increased from zero transactions and $0 spend to 15.75 & $550.69, respectively. Furthermore, incentive qualification rates have averaged 5.1%, generating a return-on-investment of over 200% for the institution.

Return on Investment

0%
Return-on-investment through recurring monthly card activation campaigns.

“Our Monthly Activation Campaigns have helped Dow make great strides to optimize our card-issuance process and maintain member engagement, while providing us more time to focus on our member’s other needs.”

Danielle Merillat, ATM & Debit Product Analyst, Dow Chemical

Download the full story.

Get more details on Dow’s success by downloading the full Success Story.

Download the full story.

Learn more about Dow’s success by downloading the full Success Story.

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