Email Samples

Out of the Inbox: Mobile Banking Marketing Messages from Wells Fargo and Bank of America

By Jim Bruene Posted on
Categories: Bank of America, Email Marketing, Email Samples, Mobile Banking, Wells Fargo

image Yesterday was mobile day in my inbox. In the span of two hours, both Wells Fargo and Bank of America hit me up with email reminders of how great their mobile services were. 

Of the two, Wells Fargo’s was the more interesting, telling me about its revamped, mobile-optimized site, <wf.com> (see first screenshot). But since I’ve been using their iPhone app for three years, I’m not sure why I’d be super-interested in its mobile site.

In fact, the message is confusing for app users. Until I reread it for this blog post, I thought the bank was touting a new and improved app, which I was looking forward to checking out.

Bank of America’s message was completely generic, saying that mobile banking is secure, convenient, and customized. And the call to action was to download its app, which I did almost four years ago, so I’m not sure why I received this message (note 1). I have also used the bank’s iPad app and Kindle app.

Bottom line: The email messages were well-designed and short, so the creative scores well. But the targeting was sub-par, especially BofA, which seemed to completely miss the mark. And while Wells Fargo’s message could have been better adapted for app users, the bank gets points for acknowledging that I use the mobile channel (note 2). 

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Wells Fargo customer email (28 March 2012, 11:37 AM Pacific)
From address: wellsfargo@wellsconnect.wellsfargo.com
Note: Account holder name blurred out.

Wells Fargo customer email

Bank of America general mobile banking customer email (28 March 2012, 1:34 PM)
From address: bankofamerica@emcom.bankofamerica.com

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Notes:
1. A month ago I had to replace my BofA card (again!) due to fraud, so possibly this was a misguided on-boarding message.
2. The Wells Fargo message was clearly targeted to mobile users: “Thanks to suggestions from mobile users like you.”

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Out of the Inbox: Prosper Markets to Small Businesses

By Jim Bruene Posted on
Categories: Email Marketing, Email Samples, Loans & Credit, P2P Lending, Prosper

image Everyone says that business startups are a huge driver for economic growth. So, when was the last time you received a solicitation for an unsecured loan to start a business (note 1, 2)? It may not be unheard of, but it’s rare, especially since 2008.

So today’s email from P2P loan pioneer, Prosper, really grabbed my attention (see screenshot below). Not only were they targeting a segment that’s generally overlooked, they were doing it an effective way. The direct subject line, striking graphic, and concise copy, are guaranteed to get the message out.

My only concern is the reliance on the super low, 6.59% rate showcased (for AA borrowers, see highlighted section below). While it’s not a teaser rate, it’s also one that’s not readily achievable for most people needing $25k to start a business. I’d rather see Prosper list the rate for a more typical borrower, or at least show a range of applicable rates.

Still, I give it an A-, because most borrowers savvy enough to start their own business understand that "….starting at" means something higher at the end of the process.

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Prosper email to registered users (1 March 2012; 1 PM Pacific Time)
Note: Social media call to actions at bottom of message.

Prosper email to business startups

Landing page
Note: Interested borrowers are dumped on a generic signup/login page. It seems like there should be some tie-in here to the email call to action.

Prosper landing page

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Notes:
1. Chase offered a great program in 2010 where business borrowers were given a lower rate for hiring new employees. However, it wasn’t targeted to startups.
2. I’m not on their mail list, but I know Silicon Valley Bank aggressively pursues startup businesses for financing deals.  
3. We’ve covered P2P lending a number of times in our subscription service, Online Banking Report including updated U.S. forecasts in our Jan. 2012 report.

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Out of the Inbox: Bon Voyage Email from Capital One

By Jim Bruene Posted on
Categories: Alerts & Messaging, Capital One, Email Samples, Service

image Yesterday, I mentioned Capital One’s self-service travel notification process. Another aspect of the service is a follow-up email before you head out of town (see below).

I like the email for a couple reasons:

  • The well wishes make you feel good about the bank
  • The message provides helpful contact info in case of trouble
  • It’s an an additional fraud check to ensure that it’s really you traveling to Yakutsk next week

The bank even tells you to call collect. Nice.

Capital One could jazz up the message with more color and snappier copy (note 2), but it gets the job done.
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Capital One email to customers who’ve told them they are traveling internationally (31 Jan 2012)
Note: Sent the day before scheduled departure

Capital One bon voyage email

Notes:
1. Picture credit: Greeting card at Zazzle.
2. I’m surprised Capital One doesn’t use this opportunity to reinforce its travel rewards, mobile app, and zero FX fees. 
3. We’ve tackled remote banking customer service and messaging a number of times in previous issues of our Online Banking Report. The last one was Live Help earlier this year.

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Out of the Inbox: Betterment’s New Year’s Resolutions

By Jim Bruene Posted on
Categories: Email Marketing, Email Samples, Investment Products

imageThe new year is a special time for financial services. Many people throw their spending discipline out the window during December — buying gifts, entertaining, and hitting the sales for themselves. Then there’s the New Years Resolution game where you vow not to do for the rest of the year what you just spent the past month doing.

So it’s a good time for financial providers to remind customers about advanced tools available such as alerts, mobile banking, budget tools and so on.

You can also take the approach of Betterment, and provide a wide-ranging list of apps to assist in achieving goals for the new year. The investment startup sent an email to customers on Dec 27 recommending these 5 apps:

  • Runkeeper to track your exercise
  • Manilla digital file cabinet
  • Skillshare to pick up a new skill
  • Goodreads to help you find new books
  • Sonar for social and business networking

Betterment closed with a pitch for its own simple investment platform and a free webinar scheduled for Jan 5, and personal finance blogging roundup.

It’s a great effort, although maybe a little too much for a single email. I didn’t even see the pitch for the webinar and blog compilation until I posted it here. Overall though, a strong A.   

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Betterment New Years email (27 Dec 2012)
Note: Google+ link on top

Betterment New Years email: top half
image    image

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Note: For more info on online investing see our 2008 report.

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Can Savings Accounts Be Social?

By Jim Bruene Posted on
Categories: Alerts & Messaging, Deposits, Checking, Savings, CDs, Electronic Statements, Email Samples, ING Direct

image I glanced at my ING Direct eStatement alert today (screenshot below) to see what they had to say in the new year. The soon-to-be-Capital-One direct bank is usually pretty creative in its copywriting. And I was not disappointed today. Here’s the pitch inside the alert:

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I love the idea of a “Social Network…of Savers,” a Facebook-like place where friends help each other keep spending in check and achieve politically correct savings goals such as the down payment on a home, the college fund, or a rainy day reserve.

But I don’t think the Facebook model works in the real world (note 1). Even though it might be interesting to follow your friends’ drunk spending (note 2), most users want this info to be kept VERY private (note 3). And in most circles, money accumulation is never openly discussed. Who wants to read about someone’s “trip to Tahiti” savings goal when you are trying to get off unemployment?

In its recent email, ING Direct is NOT looking to create the Facebook of savings in any way. While the bank celebrates savings throughout its marketing (e.g., Wethesavers.com), this email offer isn’t about sharing with your network, it’s about selling to your network to earn a $10 referral fee per new account, up to $500. And that’s OK, because everyone loves to share “found money.”   
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ING Direct email (4 Jan 2012, 9 AM Pacific)

ING Direct estatement email alert 

Referral landing page (link)
Note: There’s even a Flash demo of the referral split for the math challenged.

ING Direct referral landing page

Notes:
1. I’m not saying that all sharing is a dead end. For example, sharing savings/spending goals can work very well within tight-knit groups such as extended families. And compiled/masked data about peer spending/savings is very promising (see Citi’s Bundle joint venture). Finally, there are numerous opportunities for “social investing” (our 2008 Online Banking Report on the subject), because it’s much more complicated and often openly discussed.  
2. There is room for “social savings” in the context of sharing discounts, money-savings tips, and so on. But that’s not what ING Direct is talking about in this message.
3. Hence the pivots by the two “class of 2010” startups, Blippy and Swipely, which were founded on a “transaction-sharing” model.
4. And the bank makes its win-win. The new customer gets the biggest share, $25 for a savings account, a 70/30 split of the $35 up for grabs. New checking customers get $50, from an 85/15 split of $60.
5. For info on family banking, deposit gathering, transaction sharing, social investing, and much more, see our subscription newsletter, Online Banking Report.

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Out of the Inbox: PayPal Advantage Congratulations (2011 version)

By Jim Bruene Posted on
Categories: Email Samples, PayPal, Rewards Programs

imageLast year I highlighted PayPal’s frequent shopper program, PayPal Advantage. I just received my second annual congratulatory email (see first screenshot below), confirming that I qualified for another year of membership by spending at least $5,000.

While the program seems relatively unchanged, one addition is a 3% discount on StubHub tickets, also owned by eBay (see second screenshot). It’s a nice perk, if you remember to use it (tickets must be purchased via a link from within PayPal).

image Bottom line: While I can’t evaluate the ROI from the outside, I can say that as a customer, I appreciate being recognized. And access to Priority Customer Support, though I’ve never tested it, provides added peace of mind.

 

Marketing aside: PayPal is featuring actual users in their ads. Customers, like Randy H., below, can apply to be featured in PayPal advertising by submitting a story at PayPal.com/castingcall (see third screenshot).

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Congratulatory email from PayPal (1 Dec 2011)

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StubHub offer (link)

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PayPal testimonials (link)

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Note: We cover email marketing, payments and much more in our subscription publication, Online Banking Report.

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Square for the Holidays

By Jim Bruene Posted on
Categories: Alt Payments, Email Samples, Square

image It’s not easy packaging banking products as holiday gifts. Prepaid gift cards are an obvious exception, though few banks actively market them online. And ING Direct’s Sharebuilder has for years sold a beginner’s investment package that’s intended to be given to kids or grandkids (see Wells Fargo/Sharebuilder 2002 holiday email below).

This year, Square joins that short list with a gift-wrapped box containing its iPhone/Android dongle, used to swipe credit cards. You can order 1, 2 or 3 packages online at a cost of just $1 each for the gift wrap. The dongles are sent to the buyer who must distribute.

I learned about it in an email right before the Thanksgiving holiday (screenshot below).

Bottom line: While recipients may be a little less impressed once they find out these dongles are free online, overall I love it. It’s really the payments advice doled out when giving the package that can make it special. 

Good idea and great email/landing page design: A

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Email received (22 Nov 2011)

Email from square promoting the "gift of square"

Landing page (link)

image

Wells Fargo/Sharebuilder email from Dec 2002 (post)

Wells Fargo/Sharebuilder email from Dec 2002

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Note: We cover email marketing, financial website usability, payments and much more in our subscription publication, Online Banking Report.

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Guess What I’ve Been Researching Online?

By Jim Bruene Posted on
Categories: Advertising & Promotion, American Express, Email Samples, P2P Payments

imageI realize that ads based on recent activity are effective. But it’s still slightly unnerving, wondering whether you’ve lost every last bit of privacy or that you’ve been hit by an adware virus. But overall, it’s good to get relevant offers, especially when one has a $10 bonus in it (see AmEx below).

Here’s the two ads tossed my way while I was checking the status of my son’s flight today:

Amex Serve and Geico ads

I wrote a blog post on Serve yesterday (see AmEx promo on top of the page) and have been banging around insurance sites (see Geico ad on right) for the past two weeks as I wrap up a report on the subject.

AmEx Serve offer
Perhaps because I didn’t sign up yesterday, American Express is throwing me $10 to try Serve, its P2P payments service. Here’s the excellent landing page (link):

American Express Servce landing page

After entering your email address, the button turns to a thank-you. It’s good feedback for the user and keeps them from accidentally submitting the form twice.

image

Here’s the email sent a few moments later:

American Express Serve email

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Notes:
1. Button credit Zazzle.com
2. We covered P2P payments two years ago in our Online Banking Report (subscription).

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Out of the Inbox: ING Direct Provides Free Digital Magazine Subscription with Birthday Greeting

By Jim Bruene Posted on
Categories: Email Samples, ING Direct

ING Direct Happy Birthday Email Sep 2011I like it when businesses I frequent remember a milestone. Typically, it’s the anniversary of our first transaction or my birthday. I prefer the former, because it’s unique to the business relationship and less cliche.  

Even though I know it’s just a bit of programming back at the home office, it still says something about an organization that they prioritized it over other pressing needs (like a new debit card fee, see note 1).

Unlike retailers or eateries, who can give customers a free desert and more than make up the cost with profit from the dinner, it’s hard for banks to deliver a freebie that has actual value. Last month, I wrote about Discover’s month-long double points birthday bonus. That was a winner.

This week, ING Direct came through with birthday present that has some perceived value. Delivered via email (see opposite) was a complimentary four-issue subscription to ODE Magazine plus a special issue devoted to savings. Granted, it’s only the digital edition (note 2), but it’s still better than nothing.

The bank also throws in a 15% discount at its online store. A nice touch, but not a huge value for most customers.

Landing page to redeem magazine subscription
Note: Here you can choose digital or printed version (note 2)

ING Direct offer landing page

 

 

 

 

 

 

 

 

 

 

 


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Notes:
1. Actually, I’m pro debit-card fee. Why shouldn’t you charge for an optional-yet-super-convenient service that people use every day? I might have started out at $3/mo and bundled it with more value-adds, but even at $5 it’s about 17 cents per day for unlimited usage. So what’s the big uproar? Sure, it probably made more sense to have the merchants pick up the tab, but that got Durbined down the drain.  
2. The landing page offers a choice between printed and digital. However, it’s not clear whether that applies to the 4-issue subscription or just the special savers issue.

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Out of the Inbox: First Tech CU Pitches Auto Loans

By Jim Bruene Posted on
Categories: Auto Financing, Email Marketing, Email Samples, Loans & Credit

image As the country heads back to work and school, it’s a great time to remind customers that you have killer rates for auto loans. So, First Tech Federal Credit Union’s marketing email to members yesterday promoting a 2.99% rate was well timed. And I love how the message is direct and to the point.

While the email could use a little more visual punch (graphics/typography), First Tech nailed the timing, product, price, and headline. So it is 90% there even before reading the copy. However, that’s where the effort falls a bit short. Here’s why (numbers correspond to screenshot below):

Minor issues in copywriting:
1. The second sentence in the opening paragraph is awkward because the phrase “keep that new auto loan payment in check…” is hard to understand. If you pair “check” with “payment,” it sounds like you are referring to a checking account, not a low-payment amount.

2. Be careful with how you talk about rate discounts. They way First Tech wrote it, “.25% rate discount” sounds like the loan rate is going to be chopped by a full 25% instead of 25 basis points. It would be better to put a zero in front of rate, e.g., “0.25%” and perhaps call it a “rate reduction” instead of discount to be perfectly clear. 

Weak “offer acceptance:”
3. It’s too hard to find the loan application in order to take advantage of the great rate. Members are directed back to the First Tech homepage where they must search for an loan app. The CU should either take members directly to a specific landing page for this offer, or at least drop them on the auto loan page. It does help that one of the four rotating homepage banners is for auto loans, but it’s third in the rotation and only stays in view for 15 seconds or so.

In addition, not everyone wants to research and/or apply online. A phone number, at least for more information, would be a welcome addition to the message.

Finally, there is no sense of urgency, e.g., “the rate is guaranteed through the weekend” or even “act now before rates increase.”

Overall grade: B

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First Tech Credit Union email to members promoting 2.99% auto loans (31 Aug. 2011; 9:28 AM Pacific)

First Tech Credit Union email to members promoting 2.99% auto loans (31 Aug 2011; 9:28 AM Pacific)

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Out of the Inbox: Discover Card’s Birthday Present

By Jim Bruene Posted on
Categories: Credit/Debit Cards, Discover Card, Email Samples, Rewards Programs

Although worth only $5 at most, Discover Card’s month-long Double Cashback Bonus (on the first $500 spent) sure sounds impressive. And combined with the cute penguin visuals, it’s an effective birthday greeting. And probably the first one you’ll get since it’s sent two weeks in advance of the first day of the month of your birthday.

Recipients must register to receive the bonus, a common technique to keep costs down. The card issuer continues to display dazzling graphics throughout and even sends a confirmation email (below). Great attention to detail.

It would be nice if you didn’t have to do a full login to register. But for extra reward points, most users will put up with the hassle.

Grade = A-

Discover Card birthday email (18 Aug. 2011, 2 weeks in advance of the birthday month)

Discover Card birthday email (18 Aug 2011)

First landing page: Log in (link)

Discover landing page

Second landing page: Register (link, must be logged in to your Discover account)

Second landing page: Register

Confirmation screen

image 

Confirmation email

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