Chase’s Mail Offers a Big Incentive to Cardmembers
When you have something big to promote, as this direct mail package does, it makes sense to start with a big envelope.
Mailer Name: Chase Bank
Date Mailed: July 2016
“Miles Ahead” is the quarterly newsletter for cardmembers of the company’s United Airlines MileagePlus card. The front of the 9”x12” envelope it was mailed in stands out for two reasons.
First, it has only a big single image of the Hawaiian coast. Second, it announces a gigantic contest: the Billion Mile Giveaway. “Your next cup of coffee could send you someplace exotic,” the teaser says.
The front cover of the 8-page newsletter runs down some of the basic facts about the sweepstakes. 100 prizes of 1 million miles each are at stake, as well as others with lesser amounts. And each purchase on the card automatically enters the cardmember during the promotion period. Far more details and legalese are handled by a separate insert with lots of mouse type.
But how to earn those chances, as well as reward miles, is a subject left to the rest of the newsletter. And for the most part, it already makes it clear that the card’s benefits are pretty exclusive.
For example, members can earn points when shopping from Vinesse, a wine club. Or by buying tickets to Cirque du Soleil. Or by enrolling their card with Visa Checkout for all kinds of purchases.
Make sure your customers have plenty of exclusive chances to shop with you and your company’s partners.