1. A method of tracking performance of a messaging campaign comprising: identifying, by a processor, a user data set defining a group of prepaid cardholders including individuals who, in a predetermined time period, have not loaded money onto a prepaid card or loaded the money onto the prepaid card for the first time; developing a messaging campaign to target the prepaid card holders, the messaging campaign including at least one incentive for the prepaid cardholders to initiate a direct deposit account; transmitting the messaging campaign to the group of prepaid cardholders; tracking actions of the prepaid cardholders related to the messaging campaign; and determining, by the processor, effectiveness of the messaging campaign based on a number of direct deposit accounts initiated by the prepaid cardholders after receiving the messaging campaign.