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The Prepaid card awareness campaign sent as a 3-part email campaign spread over 4 weeks to fresh data groups. Email marketing was an essential sales channel for this product. Sales response rates varied from 0.4% to 0.8% (depending on data groups and affiliates). Other digital channels were used and included Google PPC, social media (Facebook and Twitter) and web banners on union branches websites. Acquisition through digital marketing, especially email increased from 30% in 2013, to 80% of total sales made in 2015, significantly reducing our CPA from £24 to £16 per card account.


Software used: Adobe InDesign, Adobe Photoshop, Experian CheetahMail


Union Income - UK

(Part of Union Income Benefit Group, trading as Union Insurance Services)

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