Case Study Client profile A leading U.S. bank card issuer Challenge ? Increase direct mail response rates and new account open rates ? Improve direct mail effectiveness Solution ? Use Equifax True In-Market Propensity ScoresTM to identify a mailing population that would yield higher response and open rates Results ? Discovered a new audience with high open rates ? Potential lift in open rates from 1.1 to 1.4—a 27 percent boost Equifax True In-Market Propensity Scores TM deliver proven value Challenge Amid a demanding economy where consumer spending was at its tightest in decades, a leading bankcard issuer was looking for ways to maximize the direct marketing channel by creating new account growth while maintaining current margins. This financial organization, a

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