The first small group of clients approached were parents of children in financial distress during September.
The second group of clients were people who were going on holiday. They had paid for a trip, booked a flight, or bought insurance. We offered this group of customers a credit card for their trip abroad as a financial reserve for unplanned expenses.
The resulting conversion rate was between 6 and 7 percent. It was twice as high as traditional campaigns that combined call centers and direct email.
The estimate of the sales potential for half of this group (obtained by the classic banking model) was around 5 percent. The bank was, therefore, able to increase the sales success rate by more than ten times.
Compared to this metric, the results were even twelve times better.