One to Watch: Chase Manhattan Bank
"Good things do come in small packages!" With that line at the top of its tiny 4" x 5-1/2" self-mailer, Chase Manhattan Bank announces an offer in big, attention-getting type that many prospects will respond to: "Get $100 on us."
Opening the spot-glued, three-paneled mailer reveals a $100 gift card that's positioned as a premium. Banks rarely use gift cards, but Chase Manhattan Bank, which recently bought Washington Mutual (of which this prospect was a customer), has decided that prospects may put a high value on actual gift cards rather than simply words to that effect. With a coupon code at the bottom, the middle of the card reads, "When you open a Free Checking Account and set up direct deposit or make five debit card purchases." Under the card, copy tells the prospect to bring the gift card to any WaMu branch or go online to use coupon code.
Folding open to the other panels reveals that the "Free Checking account is loaded with big conveniences and big savings." These include free checks; free access to more than 14,000 WaMu and Chase ATMs nationwide; free cash withdrawals from any ATM, anywhere (unheard of!); and a repeat of the $100 offer.
The next panel then repeats in larger type how to open the account and "get $100 on us!" The first call to action is "in person," and it lists the prospect's nearest bank location. While the mailing doesn't give a map, it lists the precise address, thereby personalizing the mailing without much added space or cost (as compared to a map that uses more space and budget). Then the online response action is given with coupon code. And the panel closes with an offer deadline to speed up response.
This tiny, blue self-mailer obviously didn't cost a lot to mail, and it may actually end up standing out more than larger mailers from other banks because of, ironically, its small size and a very strong offer.