AT&T Connects Benefits to Features
I have to admit, I'm pretty comfortable in most of my long-term relationships with companies who get my business as a customer. I don't need very much, or ask for much, either, whether it's from my bank, my car company, or one of my utilities. But every once in a while, an offer stops me in my tracks, and I take a closer look.
This happened recently with AT&T, my wireless company for over 10 years. After a long day of rushing around, I was taking a few seconds to scroll through email on my phone when I saw a subject line containing two powerful words: "Free enrollment + $50 Restaurant.com gift." Then, reading the preheader clinched it for me: "Get a $50 Restaurant.com gift just for setting up free AutoPay." I had to click and read more.
Check out the slideshow below for the breakdown of AT&T's pitch for enrollment in its AutoPay account feature.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.