Mail Activity Highlights: Financial Services
Chase Manhattan Bank tries out two disparate efforts. One is a loud 6˝ x 9˝ envelope pack featuring a huge window that shows “$500 CASH” along with promises to “lower your rate,” “pay no closing costs” and “We’ll pay you $500 Cash!” Inside, the letter is led off by those teasers and then talks about why it’s a good time to switch, shows how much money can be saved on a $100,000 balance, and gives a pURL and a reservation number at the bottom. Page two makes the case for Chase even stronger, with the top half breaking down the regular fees that borrowers pay but that Chase customers will not—the bottom half features very specific Frequently Asked Questions (Archive code #535-171665-0802D).
A second effort may use practically the same second page, but everything else is different, starting with the plain 4˝ x 9-1/4˝ envelope. The letter explains Chase’s affinity relationship with United Mileage Plus, including the ability to get 3,500 miles for each $10,000 that’s borrowed in addition to saving hundreds of dollars a year on the prospect’s home equity account (Archive code #535-171665-0802A).
Lastly, Citibank and Chase Manhattan Bank show a new way to approach “professionals” with a credit card offer. Both resemble consumer mailings much more than business card efforts, with a lot going on in terms of copy and color. Citibank’s #10 outer says, “You’ve earned the title. Time to reap the rewards”; a red line stretches from this effective copy to a credit card showing through a window, with the word “professional” circled in red. The personalized letter includes a pre-approved number to use for the “fastest response” on the URL, and the back of the letter advertises many select benefits from its “ThankYou Rewards Network” (Archive code #544-171691-0802A).
Chase also uses a letter that unfolds to create a lengthy, literally, one-pager, with the mail-in application perfed to the bottom. Overall, however, Chase’s mailing uses a higher-end design strategy, with the 4-1/4˝ x 9-1/4˝ OE featuring a stylized bronze-colored block with reverse white type that reads, “Rewards for Professionals.” Inside, the letter uses both higher-quality paper and print, but doesn’t include nearly as many details as the Citibank effort. The call-to-action is made very clear, with a URL and toll-free number alongside an invitation number and offer code (Archive code #544-171665-0802B).