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ING Direct Advertises on Mint.com Email Alerts

image ING Direct (USA) has been a prominent sponsor within Mint’s online PFM. However, this is the first time I’ve noticed the bank advertising via email alert. And specifically, the direct bank is pitching its fee-free Electric Orange Checking account on the bottom of an email alert about a fee on my U.S. checking account. Excellent timing! 

It’s unusual to see an ad on a Mint.com alert. I spot-checked a dozen or so during the past two months, and this is the only one with any direct marketing. But if it works, I’m sure we’ll see more of it. Context-sensitive advertising is what the Web has been built on.

Mint.com email “fee charged” alert (16 Feb. 2011)

Mint.com email alert that a fee was charged to my U.S. Bank business checking account

ING Direct landing page focusing on lower fees (link)

ING Direct landing page focusing on lower fees