Getting customers to go paperless is not easy. That’s why only 15% have enrolled even though more than three times that number pay the bill electronically. 

Discover Card is working to change that with a well-executed sweeps. The graphics are impressive (see below) and the dollar amount ($30,000) is enough to get your attention. But what I really like are the three benefits of going paperless listed at the bottom of the screen:

• View online statements 3-5 days earlier than paper
• Get an automatic email reminder 6-7 days before your payment is due
• Access and download up to 24 months of password-protected statements

Analysis
While this is a great effort (Grade = A), I think Discover would be better off dividing the prize pot into ongoing monthly prizes for anyone who is paperless. That reinforces the behavior over time.

Also, I’d add one more benefit to the three listed above:

• Go back to paper statements with a single click if you ever change your mind

Customers want control of their statements (and payments). So even if they agree to full automation, they need to understand that it’s easy to reverse directions even if few will.

Discover Card interstitial (splash page) when logging in to an account (12 Feb 2011)

Landing page

Confirmation screen

Side note: On my relatively new account (started in December), Discover prompts me to complete my profile.

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Note: For more information and examples of login/logoff marketing, see our Online Banking Report: Selling Behind the Password (April 2009).