Tripling Conversion rates for AMEX acceptance

Bank of Scotland Merchant Service (BOSMS) had been seeing low conversion rates for their American Express (AMEX) card acceptance services - despite the fact that AMEX cardmembers are amongst the highest spenders, putting on average 65% more on their cards. Rowan

Rowan Marketing worked with them to develop a dual branded BOSMS and AMEX Direct Mail pack for merchants - clearly presenting the facts about AMEX users, and pointing out that they were turning away 3 million of the UK‘s best and most profitable potential customers.

The result? From week 1, week on week sales increased. And after four weeks the conversion rate was an impressive 26.71%, compared with 7.87% for their previous direct mail letter.

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