Everbank <everbank.com> dropped an email solicitation (click on inset for closeup) to the registered users of SmartMoney.com. The message featured the bank’s newest specialty CD, the Asian Advantage which rewards depositors with above-market 
returns IF the dollar falls against a bucket of Asian currencies.
Last week, the Internet-only bank dropped an 8.5 x 5.5 inch postcard mailer with a similar theme. Recipients could respond by calling toll-free 800.926.4922 or going online to www.everbank.com/asiancd.
Analysis
This is a great example of deposit product email marketing.
- Focuses on the unique selling benefits
- Good graphics and copy
- Landing page with a minimum of distracting navigation choices
- Visible call-to-action with Apply Now! button
We like the opening sentence in the postcard better than the email (see below). With an advanced investing strategy, the direct statement of how the user will earn a profit is more understandable. However, without the results of the bank’s testing, it’s difficult to know which pulls a better response.
Email: "There’s a great new way to invest in the active and healthy Pan-Asia currency market."
Postcard: "Do you want to profit if Asian currencies gain on the U.S. dollar?"
Screenshots (links will not work):
- Everbank’s Asian CD full email
- Everbank Asian CD landing page
- Previous article on Everbank foreign-currency deposits
–JB