The campaign, which will target approximately 80,000 people, will consist of four emails, the release of which will be staggered over two weeks. The first will be an interactive quiz, the second focuses on the BHF's cause, the third highlights the benefits of the card, and the final message incorporates a free prize draw element to incentivise applicants.
The charity hopes the emails will increase online applications for its new credit card, which was successfully launched in partnership with MBNA Europe Bank in August.
Douglas Rouse, head of corporate fundraising at the BHF, said: "Our credit card , which went live as part of the card's launch in August, has already proved tremendously effective, and by extending our online activities with email we hope to maintain this success and learn more about online fundraising."
MBNA will make a contribution to the BHF every time the charity recruits a new card holder and they first use the card. Further contributions will be received each time money is spent on the card.
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