Mail Activity Highlights: Financial Services
Financial services always take up a sizeable chunk of the mailstream, though this past January and February it’s down to 10.7 percent of total mailings compared to 13.2 percent during the same two-month period in 2007. Perhaps they’re sending out more targeted mailings? Hmm, perhaps is the most optimistic answer I can conjure up, but clearly something is afoot.
American Express, for example, sent out a clever 5˝ x 9˝ self-mailer to District of Columbia and Virginia businesses only. Taking a good gamble that the business prospects (and their clients) may be Washington Redskins fans, the affinity mailing presents an exclusive offer for American Express Business Cardmembers and says they can “receive over $1000 in extra benefits with season tickets.” The outer cover uses an effective tagline “sometimes screaming in meetings is okay” alongside a picture of Redskins fans (Archive code #550-172047-0802C).
Inside the self-mailer, a large buckslip depicts the FedExField, on which the Redskins play, and a local phone number for the Redskins. Meanwhile, the inside panel asks, “Want your business to stand out from the rest?” It then lists the many benefits of a club-level membership, including the seats themselves, the concourse, a VIP party and gift cards.
Exhibiting another effective affinity relationship, Chase Manhattan Bank partnered with Disney Rewards to send out a 6˝ x 8-1/2˝ self-mailer promoting the two-disc platinum edition of “101 Dalmatians.” In an attempt to get the whole family involved, the self-mailer unfolds to reveal a picture of puppies for a child to color while plugging the rewards URL to play the online trivia game. Then it explains how to earn and use “your Disney Dream Reward Dollars” to get the DVDs (Archive code #550-171665-0802).
Mailings within the competitive home mortgage market reveal many more colorful, ambitious efforts than seen previously. Countrywide Home Loans uses strong copy on the outer of its #10, with “How much should you pay to refinance your mortgage? How about ZERO.” Inside, the letter follows up on that big promise with a personalized effort detailing its “No-Cost Refi,” including several bullets in the margin that spell out which fees will NOT be charged (Archive code #535-638013-0802A).