The campaign, which will target some 80,000 people, will consist of four emails whose release will be staggered over a two-week period.
The first email will include an interactive quiz, the second will contain information on the BHF's cause and the third highlights the benefits of the new credit card, with the final message incorporating a free prize-draw element to incentivise applicants.
The charity hopes that the drive will increase online applications for its credit card, which was successfully launched in partnership with MBNA Europe Bank in August.
Douglas Rouse, head of corporate fundraising at the BHF, commented: "Our credit-card microsite, which went live as part of the launch of the card in August, has already proven to be tremendously effective. By extending our online activities with email, we hope to maintain this success and learn more about e-fundraising," he added.
The MBNA will make a contribution to the BHF every time the charity recruits a new card-holder and when they first use the card. Further contributions will be received each time consumers use their card.
Rouse added: "Applying online is one of the easiest ways of signing up for the credit card and supporting the BHF."
Harvest Digital designed the email campaign.
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