Santander’s Direct Mail Makes a Simple Case for Premium Banking
A large regional bank uses a straightforward approach in this mail piece to bring new customers through its doors.
Mailer Name: Santander Bank
Date Mailed: September 2016
The former Sovereign Bank was acquired and rebranded by the Spanish Santander Group in 2013. The 10th largest bank in the northeastern United States by deposits, it offers a large variety of financial products.
This direct mail package differs from many of those mailed by other banks. There are no images of smiling bank officers, happy customers, or stately buildings. Instead, there’s a lot of copy.
The front of the 5-1/2”x9” envelope pushes a new account offering: “Get the personal attention your finances deserve.” And to further pique the prospect’s interest, the reverse side mentions a whopping $350 bonus.
The 1-page letter inside focuses the prospect’s attention on the new Premier Plus Checking Account. It doesn’t go into detail; it just promises “individual attention and priority service” from a “dedicated Premier Banker.” And it lays out three different ways for the new customer to take advantage of the cash bonus offer.
A 3-panel insert initially seems to focus on that incentive. It’s brought up again on the front, as well as the on the first inside fold. And another panel exactly repeats the steps needed to cash in.
But the job of the insert is also to describe how “It’s time to enjoy a higher level of service.” It reveals more details, like money-saving features. And the only image in in the entire mail piece shows the bank’s mobile app and credit card.
Keep prospective customers focused on a few key benefits, beginning with making a connection.