Online Bill Payment Marketing Program

A comprehensive marketing program to increase customers’ activation and adoption of online bill payment.


A Marketing Program with Proven Results The MasterCard RPPS^® Online Bill Payment Marketing Program dispels the most common objections consumers have expressed about online bill payment, while offering them further incentive to give it a try. More...		Dramatic Results in Every Case Check out the compelling results from three MasterCard RPPS pilot programs conducted in 2003 and 2004 that prove that greater awareness of online bill payment and repeated communication drives customer adoption. More...


Implementation Couldn't Be Easier We've made it simple and cost effective to get started. Every consideration has already been made for your marketing initiative, so you can practically drop in your logo and go. More...		Find Out More Today Start taking advantage of the potential that online bill payment holds with this easy, turnkey marketing program. For more information, contact MasterCard RPPS at 1-914-249-5850. More...

The MasterCard RPPS Online Bill Payment Marketing Program features an exciting, creative approach designed to raise eyebrows as well as awareness of the benefits of online bill payment. The vibrant look of the materials makes sure they get noticed, and the message immediately dispels the most common objections consumers have expressed about online bill payment, while offering them further incentive to give it a try. The offer: pay three bills a month for three consecutive months and receive $25 cash deposited into their account. Plus you can customize that offer if you prefer to use a different incentive.

We specifically designed the pilot programs to address the barriers consumers often exhibited in our initial research, including a misperception of what online bill payment is, how it works, and concerns about privacy and security.

This easy-to-implement program features eye-catching materials for both traditional and electronic mail channels. Among the pieces are a complete direct mail launch package designed to convince your audience of the ease, speed, and convenience of online bill payment and reminder postcards that create a sense of urgency around your incentive offer deadline. In addition, there is an e-mail follow-up available in both HTML and plain text, and a landing page to welcome newcomers to your online bill payment Web site. There is also a banner ad you can use on your site to push customers to the landing page.

Our pilot programs provided financial institutions with consumer materials and consultation throughout the implementation. The exciting creative strategy came directly from the insights of consumer research done by MasterCard RPPS and positioned online bill payment as "surprisingly easy, fast, and convenient." Further, an incentive¹ was offered for customers who signed up and paid three bills a month for three consecutive months via the service. Audiences clearly responded well—there was significant lift in enrollment and usage across the board.

Results from three MasterCard RPPS pilot programs conducted in 2003 and 2004 prove that greater awareness of online bill payment and repeated communication drives customer adoption.

In the 2003 pilot, enrollment rates of 19.8% for online banking customers¹ and 2.7% for offline customers² were posted. Respondents fulfilled the terms of the incentive at rates of nearly 12% and 1% respectively.
In one of the 2004 pilots, overall fulfilled incentives were realized at a rate of 3.4%, with nearly 5% of online banking customers earning the incentive. Increases were also posted among both inactive online customers³ (3.5%) and offline customers (1.8%).
Each pilot also enjoyed additional enrollment with every wave of communications, demonstrating the value of multiple and repeated communications. In the 2003 pilot, the second wave saw 3.6% of the online banking customers enrolling in the service. And in the final communication with this audience, an additional 3.7% of online customers enrolled. In one of the 2004 pilots, the second wave saw an additional 4.1% of online customers and 1.2% of offline customers enroll.
2004 post-pilot results were also impressive. In the four months following the pilot period approximately 3% to 5.5% of the online banking customer segment continued to pay at least one bill online.

Those who bank online but are not currently paying bills through their financial institution's Web site
Those who have never banked online with their current financial institution
Those enrolled in their financial institution's online bill payment service who have not paid a bill online in at least six months

We've made it simple and cost effective to get started. Everything you need is in the MasterCard RPPS Online Bill Payment Marketing Kit. In it you'll find all the electronic files for the program. Every consideration has already been made for your marketing initiative, so you can practically drop in your logo and go.

You can also create a custom version of the materials to use if you'd like to try an alternative incentive offer.

The kit will also walk you through implementation and help you plan your rollout schedule. It contains everything you need to get started, including a program guide, a program rollout schedule, a results tracking spreadsheet, and customization instructions for the materials. All are conveniently provided on a CD-ROM. To request your implementation program kit, contact MasterCard RPPS at 1-914-249-5850.

To learn more, click here for a printable version of the MasterCard RPPS Online Bill Payment Marketing Program Fact Sheet.

To request your implementation program, contact MasterCard RPPS at 1-914-249-5850.

And after you've realized the substantial benefits of the program, you may want to consider an encore.

You can use the program multiple times—just make sure to get the permission of MasterCard Worldwide.

E-mail: steve_borzoni@mastercard.com