I 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)

 

 

 

 

 

 

 

 

 

 

 

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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.