Abbey direct mail case study

How do you get your customers to increase their use of the cashback facility on their credit card?

Abbey decided to use the proposition, 'A little something for you every time you spend on your Abbey card', sending out a mailing reminding the recipient that they could take advantage of this offer and treat themselves as well as their friends and family.

And the icing on the cake? Archibald Ingall Stretton came up with the concept of making the mailing itself the paper to wrap the gift in.