Huntington National Bank Reg E Customer Consent Program
Federal regulations in 2010 required customers to opt in for overdraft coverage for ATM and everyday debit card transactions.
Huntington wanted to obtain the maximum number of opt-in responses to stem the loss of overdraft fee income.
MKP developed a comprehensive year-long communications plan with a series of response-driven mailings to impacted customers.
Five mail packages, supported by online elements, emails, outbound calling, statement messages and branch/ATM signage, conveyed an increasing urgency to respond to avoid interruption of service.
Pro-customer message garnered outstanding results.