All banks want high net-worth customers. PNC was no exception. Our charge was to build their loyalty using the lowest spend possible. We created an extensive Direct Mail program to find out just how personal we needed to get with this audience—from high to low cost giveaways; from generic form letters to notes hand signed by VPs. Our analytics showed exactly how to talk to these customers and what incentives moved them to action. The sweet spot was obvious. And so was the staggering 67% response rate and 8% improvement in retention.