Credit Card Mailers Try to Break the Cycle (627 words)
Citibank often has been more adventurous with its direct mail creative approaches for its A*Advantage® card offering. From extensive personalization to response stickers to glassine back panels and four-color printing on outer envelopes … this card marketer has been actively testing both new design and offers to improve response. The latest effort is 8˝ x 11˝ with four response stickers on the front of the envelope and personalization throughout.
Boldly daring to be different, Capital One tries on for size a few techniques from the publishing and fund-raising industries. Back in August, the card marketer tested a fake priority mail design for both 8˝ x 11˝ outer envelope and inner elements. In October, Capital One went a different route with a 9˝ x 12˝ envelope format that featured a kraft-like paper outer envelope bearing the copy "Form 4136 Enclosed" and a boxed-out warning against mail tampering that is supposed to sound official. Swimming inside this large carrier are the standard letter/application form, benefits buck slip, billing rights insert and a BRE. While the fake "official" approach may be the next target on the Congress/state attorneys general direct mail hit list, it's an interesting concept to send out in late October, when the IRS mails its audit notices.
Hallie Mummert is editor of Inside Direct Mail. She can be reached at (215) 238-5437 or by e-mail at email@example.com. You can order copies of these and other credit card mailings by calling Paul Bobnak, Direct Mail Archive director, at (215) 238-5225.