American Express Email Dangles Rewards Miles for Card Acceptance
When marketing to a partner’s customer, what does your email have to do to get them to say “yes”?
Mailer Name: American Express & Delta Airlines
Date Emailed: June 29, 2016
According to the late marketing entrepreneur Axel Andersson: “If you want to dramatically increase your response, dramatically improve your offer.” That’s the idea behind the new incentive for the Gold Delta SkyMiles Credit Card in this email. Overlaid on an image of an idyllic beach: “Don’t just picture it. See it with 50,000 bonus miles.” The usual reward of 35,000 miles for accepting card membership is crossed out.
This campaign began June 1 with the subject line: “Tiffany, Limited Time Offer: Earn 50,000 Bonus Miles.” Near the end of the month, with this email, it changes: “Tiffany, One Week Left: Where Will You Go With 50,000 Bonus Miles?” For a Delta SkyMiles member on the fence about becoming a cardmember, this accomplishes two things.
First, it gets them to focus on the exact amount of time remaining before the offer expires. And second, it helps them make the connection between miles and enjoying travel.
The body of the email spells out some of the conditions for awarding the miles. Next, it announces another premium: a $50 statement credit after one purchase on the card. Then, it provides additional details on how miles can be earned and spent. It also offers two other benefits that make airline travel a bit easier.
Use a deadline and the prospect of missing a reward to motivate action.