Harland Clarke, a provider of integrated payment solutions across numerous industries, announced last week the introduction of its First Touch New Mover Acquisition Program designed to help financial institutions acquire new customers.
The new technology, developed by Harland Clarke Marketing Services, will allow a bank or credit union to be the first institution to send a targeted offer to a mover’s new mailbox.
Jeff Dishon, the senior vice president and general manager of Harland Clarke Marketing, said data from the U.S. Census Bureau shows that approximately 12 percent of the U.S. population moves every year—an average of 130,000 people moving every day.
“These moves are opportunities for financial institutions to acquire new movers as account holders, at a 35 percent lower cost than acquiring other prospects,” Dishon said.
First Touch accesses a multi-sourced database that identifies new mover households. Overnight production and next-day mailing allows financial institutions to quickly deliver messages to targeted customers, as well as track campaign progress through built-in reporting mechanisms.
“The First Touch New Mover Acquisition Program carries a relatively low cost per acquisition,” Sandeep Kharidhi, the vice president of analytics and business intelligence for Harland Clarke, said. “However, it’s the speed of delivery of a financial institution’s offer to the new mover that is of the greatest value.”