Discover Financial Services uses targeted email segmentation and testing provided by e-Dialog to improve customer engagement. By applying business rules to segment customers based on factors like credit card usage and website activity, and then testing different content with each segment, Discover has increased open rates by an average of 27%, click rates by 149%, while reducing unsubscribes by 67% over three years. This data-driven approach allows Discover to deliver personalized messages to customers at the right time to drive business results.

1. Discover - Segmentation & Targeting

2. e-Dialog and Discover team up to advance
segmentation and targeting
Discover Financial Services (Discover) is a direct banking and payment services
company with one of the most recognized brands in U.S. financial services. Since Unique click rates
its inception in 1986, the company has become one of the largest card issuers in increased an average of
149%
the United States with the Discover card. Discover also offers many banking and
loan products, and runs payment networks such as Diners Club International and
Discover Network. Superior customer service is at the core of the Discover brand,
and understanding their customers is a top priority. This dedication drives Discover’s
results-oriented marketing strategy of using targeted segmentation to deliver the right
message, to the right person, at the right time.
Test, learn, repeat Discovering a path to success
Data is the foundation for all of Discover’s email By employing smart segmentation and a test and
marketing programs. Working with e-Dialog’s learn philosophy, Discover has achieved continual
database marketing experts, the company takes a improvement to its email program over the last three
rigorous approach to customer engagement based on years. Open rates have increased an average of 27%
segmentation, analytics, and testing. e-Dialog applies and unique click rates increased an average of 149%
business rules to the file delivery process to create with a reduction in unsub rate by 67%.
audiences based on segmentation variables such as:
card usage, Website engagement, tenure, last login
date, and message type (promotional vs transactional
messages). Then content and creative are dynamically
configured based on these segments with custom
publishing and versioning. e-Dialog regularly tests
campaigns to identify the best performing creative
and messaging for each segment and continually
supplies Discover with audience-based analysis and
performance data. Discover then analyzes the reports
internally and applies learning to the next campaign.
Open rates have
increased an average of
%
27
A reduction in
unsub rate by
%
67
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