One of the world’s leading financial institutions uses email to announce the redesign of a banking app to its customers.
Mailer Name: Bank of America
Date Emailed: July 28, 2016
For a bank, staying on top of the online banking revolution through innovation results in adding and retaining customers. And the mobile channel, which takes an increasing share of customer transactions of all kinds, helps reduce expenses.
Here, the subject line’s pun calls attention to the convenience of the app’s new version: “Oh sn-app. Check it out.” The pre-header text, though, is all business: “Our new Mobile Banking app is ready.”
At the top of the HTML, a llama stands next to a mobile device. It starred in earlier cute videos promoting the app on social media. In this case, a word bubble cleverly repeats the subject line.
A simple headline repeats the news about the app’s redesign. It’s immediately followed by a call to action button that takes users to the website to get a breakdown of the upgrade.
For customers who want to save a few seconds and avoid the details, the next section lists 4 changes. They make it “easier than ever to stay on top of your banking,” and include an improved layout and features, as well as better FICO credit score access.
Then, as before, a button lets the customer discover more about the app’s features. Or, finally, with the help of the llama, they can get the app from the website. Apple Store and Google Play badges also provide access to the app.
As more and more customers use mobile as their preferred channel to interact with your brand, use email to explain the basics of how you’re meeting this challenge.