Increasing activation rate of your debit card portfolio is a great way to boost performance and increase sales volume.

Before you begin, target your audience. Your message will be more effective when you focus on the critical parts of your members’ life cycle.

• New members at account opening - These members are most likely to activate since they are engaged with learning the benefits you offer. In-person contact is always one of the best ways to motivate members. Better yet, offer them an incentive to go out and use their new card immediately.
• New members at time of receiving their new debit card - This is an important time for you to educate your member on the importance of activating their card. Reach your members by calling to confirm that they received their card and encourage them to activate.
• Inactive members - The longer members wait to activate, the less likely they are ever  to do so. If they have not activated within 45 days after card issuance, you must follow up with another cost effective campaign or a reminder, otherwise you will lose them forever.

A strong marketing plan with a clearly defined strategy is essential for encouraging new members to activate and use their debit card. Educating and motivating members to do so is a pivotal step towards maximizing your members’ life cycle strategy.

Promoting rewards, offering discounts, utilizing outbound telemarketing and providing educational materials are just a few of many ways to generate excitement and promote usage.

Let me know if you have suggestions to promote debit card activation.