A Credit Card Mailing That Stands Out From the Crowd
Every month, the Who's Mailing What! team gathers around the archive table and looks through the hundreds upon hundreds of direct mail packages that are sent to us from around the country. One of the largest categories of mail that we track is financial services. And—within that broad category—are credit card mailings. We can be inundated with them.
When you look at the slideshow below, you'll see the typical offer: A 0% introductory APR, perhaps cash back and information on the annual fee. Most state everything on the front of the outer envelope (OE), while a few continue the specifics on the back of the envelope.
Of the four I’ve selected here, three are #10 envelopes and one is a #9. They all use a window that only shows the name and address of the recipient (boring!); another mailer I saw, for the Citi Preferred Card, features a larger window that highlights the 0% Intro APR.
But before I get too deep into this pile of credit card mailings, let me share with you a webinar I recently attended. The topic: Make every contact point count. I was listening to Carolyn Goodman (always a great speaker!) who delivered, for me, an "Ah-hah" moment.
As Carolyn pointed out in her presentation, everybody is talking about Big Data. But, instead, focus on "little data." You can make an impact simply by mentioning someone's location.
So back to the credit card mailings, and the one in particular that jumped out at me: The mailer is the Citi American Airlines A*Advantage card. The format is NOT a #10 envelope, but a 10" x 3-3/4" self-mailer with an inside pocket. It was the VDP copy above the name and address that got me: "Travel with ease from Philadelphia to your next destination." Yes, the recipient lives in Philly.
Copy at the bottom of the mailer highlights: *First Checked Bag Free * Group 1 Boarding * Double Miles Opportunity
Wow! We're talking benefits here. Open the mailer to a beauty travel shot and a nice brochure tucked into the pocket. The headline is "Get the Travel Card that makes Travel a Pleasure." Of course, snuck in the back is the tiny type with all the Terms and Conditions. But, the difference is that I opened this mailing and read it. It caught my eye. It stood out from the rest.
To me, the listing of APR rates, and annual fees are features. Come on guys, let's take those features and turn them into benefits. Rather than 1% cash back-how about: "Let us put money back in your pocket every month!"
Features vs. benefits? Now that's a topic for another day.