A direct mail campaign was sent to 80,000 potential customers which resulted in 12,000 people signing up for online services, saving the bank over $600,000. The promotion received a 16% response rate in the first couple weeks with over 3,000 people signing up, saving the bank at least $150,000 plus additional benefits from increased online banking. A subsequent campaign with a circulation of 150,000 resulted in over 14,000 actual responses for the freestanding goal and over 38,000 actual responses for the brokerage group goal, exceeding expectations for both.