Capital One's Direct Mail Takes a Personal Approach to Investing
A direct mail package is all soft-sell when it comes to persuading investors to take an offer.
Mailer Name: Capital One
Date Mailed: November 2016
This direct mail campaign makes it clear from the very first look that it’s not necessarily about getting making the prospect focus on numbers. “Financial freedom is a journey,” the teaser reads.
Inside, the simple, single-page letter continues the theme, starting in the Johnson Box. “Make your next steps count. Get personalized advice.”
The body of the letter tries to adopt a reassuring tone. “Capital One Investing advisors know that you have priorities outside of your finances,” it says.
An insert in the package shows another couple embracing in front of a classic convertible car, enjoying “life’s moments” as the headline puts it.
The other side focuses squarely on the offer for a free consultation. It lays out three goals for working with a Capital One advisor to create a customized investing plan that also “lets you focus on living your life today.”
The call to action for the “conversation” also includes the working hours for the phone line used.
You can get a free PDF of this mailing, as well as a more in-depth analysis, courtesy of Who’s Mailing What! and Target Marketing.
Treat your prospects as people with dreams, aspirations, and hopes to be fulfilled with your help, not as numbers.