PNC Bank Email Provides Multiple Options
Navigating financial information that’s presented online can be a difficult process. But as an email from PNC Bank shows, a little bit of help at a time can go a long way.
Mailer Name: PNC Bank
Date Emailed: March 26, 2015
A credit card provider that’s also heavily involved in retail banking is in a very good position to offer many financial products to its current customers. The hook here is the personalized subject line: “[FNAME], It’s time to tackle your debt.”
OK, sure, but how?
The pre-header text gives the offer away: “You’re pre-selected for a personal unsecured installment loan,” paving the way for the body of the email to go into the details.
Upon opening, the top block of the email’s text explains a bit more: “Consolidate your bills into one low monthly payment,” and reminds the prospect of their “pre-selected” status. A button links to a landing page offering much more information on the specifics of the loan program.
But for customers pressed for time, the next section runs down the “key features and benefits” of the offer, like “competitive rates” and “borrow on your terms … no collateral.” The heading for each paragraph also links to the same landing page as above.
At the bottom of the body of the email, three icons each represent a call-to-action. Of them, the online and branch options click through to the PNC website.
Go slow when offering financial products to customers via email. Present options and details carefully, so that they’re not overwhelmed.