PNC’s Email Offers an Incentive to Try a Benefit
Credit card customers have lots of tools available to make their lives easier, as this email shows.
Mailer Name: PNC
Date Emailed: May 26, 2016
Credit card issuers know that many of their customers love to shop online. Some of them really like the convenience and the instant gratification of that experience. So why not offer a feature to speed up the process a bit more?
Enter PNC Bank. It reached out to its cardholders with an email promoting just such a tool. “Paul, try Visa Checkout by June 30 and get a $10 statement credit” reads the personalized subject line.
Once opened, the email immediately reminds the customer of the reward for agreeing to the feature: $10 credit. Below the headline and an image of a shopper on their tablet, the copy lays out the basic terms of the offer.
And that’s followed by a big call to action button. If a cardmember chooses not to act right away, they can read on to the next paragraph. It explains that the feature prefills one’s payment and shipping information while shopping. It also gives them another reason to enroll: security.
The next section of the email provides additional reassurance that the process is simple. Each step is listed and explained, as easy as they are. It also gives them another enrollment option: when they are shopping using a participating merchant’s website.
When offering a new benefit — or calling attention to an old one —make it easy for the customer to convert.