Case Study: A leading U.S. bank card issuer achieves a 27% lift in new account open rates with Equifax True In-Market Propensity Scores

Equifax True In-Market Propensity Scores™ deliver proven value

A leading U.S. bank card issuer needed to boost direct mail response and new account open rates without increasing its direct mail budget, aiming to maximize new account growth while maintaining margins amid tight consumer spending.

Equifax appended True In-Market Propensity (TIP) Scores to the issuer’s credit-qualified universe, tested mailed versus non-mailed segments, and identified a high-scoring audience the client’s model had missed. Simulations showed open rates could rise from 1.1% to 1.4% (a 27% lift) by combining TIP Scores with the existing model; Equifax recommended swapping out the bottom 20% of mailed recipients for the top 10% of non-mailed prospects to improve targeting and ROI.