The new headphones for my son’s eleventh birthday arrived last week with the usual advertising fliers dropped into the Amazon.com box. One of the three products caught my eye, a 4×6 glossy sheet advertising Citibank’s 4.5% e-Savings account. It looked much like their online ads with a blue-and-white theme emphasizing the APY (see right).

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On the back, four benefits were highlighted:

• Free Online Bill Pay
• Online Fraud Protection
• Free Wireless Alerts
• Online Statements and Check Images

Notice how the 13 words of benefits included “free” twice, “online” twice, along with the positive buzzwords “wireless,” “fraud protection,” and “check images.”
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The bank used an easy-to-remember URL <offer.Citibank.com> with offer code CSA2 (click on inset to see the Citibank offer site prior to inputting the offer code). The fine print contained the usual requirement that it was not available in Citi branches. Interestingly, the bank elected to forego the usual toll-free number option.

—JB

Marketing Database –

If you'd like to learn more about past interactive financial marketing campaigns, check out the Interactive Financial Marketing Database from our sister publication, the Online Banking Report.