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| Two, two packages in one |
I recently received not one but two solicitations for the Chase United MileagePlusExplorer card. The pieces were addressed exactly the same to me. The
lack of removing duplicate names is a classic Fail for List.
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| Is this a side effect of the Continental / United merger? |
The inside flap of the self-mailer shows my mileage balance -- a prudent and
creative method of demonstrating the potential of the credit card by showing
how many miles I can get for acquiring the credit card. However, in this case, the
difference between the two mailers also suggests why I received two of them. One
reflects my miles balance on my legacy Continental OnePass account while the
other reflects my balance on a legacy United MileagePlus account.
The man holding the credit card on the mailer I received appears to be
African-American while the man holding the credit card on the landing page, billboards,
and TV ads look like a young Jeff Goldblum. Why the difference? Did Chase
attempt to appeal to a presumed heritage based on the fact that my last name
is Davis? If so, that would be a Fail for List & Creative because I don’t fit the racial profile.
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| Chase Bank appeals to an incorrect racial profile -- twice. |
Lessons:
- Dedupe your solicitation mailing list by name and address.
- Carefully consider when and how to use race-based visuals.
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