ML+A was asked to re-think collections communications to cardmembers. The goals were to develop a positive approach, create a direct marketing campaign, and boost overall response.
Our communication strategy replaced dire warnings with empathy and encouragement. Our series of emails and letters offered guidance, empowerment and tangible help at every stage of delinquency and recovery. Copy and layout worked together to convince cardmembers that the department was working for them, not against them.
The increase in response was overwhelming. The division became one of the company’s top income streams, winning our clients great internal recognition in the process. Discover’s positive brand perception is now intact from acquisition through collections.