Introduction

Promoting the benefits of new credit cards as a marketer brings several advantages. By emphasizing the financial flexibility, rewards, and incentives they offer, you nudge users to consider a new credit card for their purchases. By showcasing these benefits, you create a compelling reason for users to acquire a new credit card, providing them with enhanced financial options while benefiting your business through increased customer acquisition and engagement.

Advantages of recommending a premium card for a bank

• Increased profitability: Premium cards typically come with higher annual fees, generating a steady stream of revenue. Affluent customers tend to spend more, leading to increased transaction fees for the bank.
• Attracting and retaining customers: Premium cards serve as a powerful tool for attracting and retaining affluent clients, a highly desirable customer segment. These customers often hold multiple accounts and utilize various banking services, increasing overall profitability.
• Enhanced brand image: Offering premium cards elevates the bank's brand image, positioning it as a provider of exclusive and high-quality financial services.
• Increased customer loyalty and engagement: Premium cardholders often develop a strong relationship with the bank due to the exclusive perks and personalized service. This fosters customer loyalty and reduces churn.
• Cross-selling opportunities: Premium cardholders are more likely to utilize other banking services, such as wealth management, investment products. This creates opportunities for cross-selling and increases the bank's share of wallet.
• Increased card usage: Due to the rewards that are offered on the card, the card is often used very frequently by the customer, increasing the transactions that the bank processes.

We can achieve this use case using the following steps:

1. Create RFM segments
2. Create a Push campaign

Expected Result

Users receive a Push Notification on their phone to apply for a new credit card:

Step 1: Create RFM Segments

Before creating our campaign, let's understand RFM segments and the process for creating them. We will use these to define our target audience.

The RFM (Recency, Frequency, and Monetary) model provides auto-segmentation and buckets users into categories such as Loyal, Promising, and At Risk based on their behavior. You can use these auto segments in different ways such as user analysis, churn analysis, and to target users effectively. To learn more about RFM Segments, refer to RFM Segments.

For our use case, let us use this model to find the Champion users who spend the most and recommend the premium card with the benefits to them, as they are our high-value customers who use our card the most.

1. On the left navigation menu in the MoEngage dashboard, click Segment > RFM segments.
2. In the Recency Event list, select App/Site Opened, the event based on which the recency score should be allotted.
3. Use the same App/Site Opened event for Frequency Event as well.
4. In the Monetary Event list, select Credit Card used and select Revenue Attribute as Amount.
5. Under Show analysis for, select All users to make the analysis run for all users.
6. In the Analysis Model list, select RFM.
7. Click Apply. This will generate a chart like the one below. You can click any chart to save it as a custom segment or create a campaign using the segment as the target audience directly.
8. For our example, click the Champions box.
9. On the Engage Users dialog box, select Custom Segment.
   
10. Enter a name for the segment and click SAVE SEGMENT.

Now that the segment to target is created, we can start creating our campaign to nudge people about the premium card.

Step 2: Create a Push Campaign

In this section, let us create a Push Notification campaign that triggers Push messages about the premium card:

Step 2.1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Outbound, select Push > Periodic.
   
   You are taken to the first step, Target users, of defining your campaign.
4. Enter the following details:
   • Team: Select a team if your organization has teams enabled for your account. For more information, refer to Teams in MoEngage. For example, Demo Account - E-commerce.
   • Campaign name: Enter a name for the campaign. For example, Premium Credit Card.
   • Campaign tags: Select the required campaign tags.
     
5. Under Target audience, select our saved custom segment created above by searching for the same.
6. Under Target Platforms, select Android. 
   
7. Click Next to move to the second step, Content, where you can define the content for your Push campaign.

Step 2.2: Content

1. Select the template that you would like to use. For our example, select Basic notification.
2. Enter the required content for the campaign. We can enter the content manually or generate it using Merlin AI. For more information, refer to Generate Push Messages with Merlin AI. 
3. You can also use locales to convey different benefits of the card that the users would like to know about. For example, using the user property CommonExpense which has the most common expenditure category, you can send different message to each category that the card has benefits on.
   Essentially, you can define a message through this to convey to your users, who mostly spend on apparel, that the credit card has 5% cashback on Apparel expenses.
4. To do the same, click +Locale and then click +New Locale.
5. On the Add new locale dialog box, enter a name to the locale and select the attribute that has this information from the drop-down list. In this example, select CommonExpense.
6. Click Add to create the locale. Now search for the same again by clicking + Locale.
7. Select Apparel and then click Add.
8. On the Choose content for new added locales pop-up window, decide whether to copy the content from the previously defined locale or from scratch.
9. Similarly, you can create multiple locales for each category the card has benefits on, and one default generic locale for users.
   The following is an example of how the content section might look after defining multiple locales based on your needs:
10. Use the Deeplink section to take the user directly to the page from where they can apply for the new card to avoid drop-offs.
    1. From the Default click action drop-down list, select Deeplinking.
    2. In the URL field, enter the specific URL.
11. Click Next to move to the third step, Schedule and goals, where you can define the schedule and goal of your campaign.

Step 2.3: Schedule and Goals

1. In the Send campaign section, define when you want to start and end your Push campaign.
   
2. In the Conversion goals section, add conversion goals that you would like to track.
3. Define Delivery controls and Advanced settings based on your requirements. For more information, refer to Create Push Campaigns.
   
4. Click Publish.

Conclusion

In this use case, we used RFM segments, locales, and Push Notification campaigns to recommend premium credit cards to high-value customers.