In February, I wrote about Citi sending solicitations to their credit card customers for their Citi Rewards+ Card at the same time as offers for their current credit card. This practice appears to be continuing.
In that February post, I mentioned someone who received an offer to trade in their current Citi card around the same time as receiving an activation offer. That was confusing to him. Since then, that person received the upgrade offer for the Rewards+ Card again, twice. All three mailers were the same self-mailer -- right down to the visuals and copy. I also received the same Rewards+ Card upgrade offer twice.
While it is a well-proven direct marketing best practice that reaching the same person with the same offer multiple times will result in incremental response, this technique is typically utilized by communicating variants of the same message. Benefits messaging might be rotated, or the second mail (or email) with the same offer would include a message that calls out “Second Notice,” “Time is Running Out,” or something similar that resonates with a heightened level of urgency. But sending the exact same mailer three times is, IMHO, a Fail for Creative. It reminds me of the Urban Dictionary’s definition of “insanity,” which I prefer not to write out myself. My supposition is that the idea was to save money on creative by having one base version to mail -- and mail and mail.
The reason for my
supposition is that I also received the exact same creative (only twice), as
did my wife (only once). All the preprinted elements were the
same. The only differences between her self-mailer and mine were in the
variables regarding our respective current Citi cards and how they compared to the new
Rewards+. I presume this to be Citi’s high-volume Control package. If so, they really should consider A/B testing different layouts.
Not only that, but I and my wife also received concurrent bonus offers for using our current credit cards. Taking a step back here, let’s remember that the consumer credit card industry is mighty competitive. It’s not enough to convince a consumer to obtain your credit card. Once that consumer becomes your customer by applying for and being approved for your card, you need to motivate the customer to actually use your credit card. In industry jargon, that is known as “activation.” One way to accomplish this goal is by offering a bonus reward for use; another is to solicit the customer to accept a product upgrade. Fine -- but doing both at the same time merits Fails for Targeting and Timing.
Not only that, but I and my wife also received concurrent bonus offers for using our current credit cards. Taking a step back here, let’s remember that the consumer credit card industry is mighty competitive. It’s not enough to convince a consumer to obtain your credit card. Once that consumer becomes your customer by applying for and being approved for your card, you need to motivate the customer to actually use your credit card. In industry jargon, that is known as “activation.” One way to accomplish this goal is by offering a bonus reward for use; another is to solicit the customer to accept a product upgrade. Fine -- but doing both at the same time merits Fails for Targeting and Timing.
We both received upgrade offers and activation offers on the same day. In other words, we found four pieces of Citi mail waiting in our mailbox.
Citi has business-to-customer relationships, but perhaps they should think about this like a personal relationship between two people who are casually dating. Using this analogy, Citi is having dinner with it's significant other. While enjoying the salmon, Citi says both "I want to move in with you." and "It's ok to see other people."
Lessons:
1) If at first your targeted offer doesn’t succeed, you can try again -- but at least try something different.
2) Prioritize your business goals; then, prioritize your customer communication tactics.
Rewards+ Upgrade offer I received twice |
Activation offer I received twice |
My activation offer letter - front |
My activation offer letter - back. Not valid if I chose to switch to Rewards+ |
My wife’s upgrade mailer |
My wife's upgrade mailer - inside. Same base copy, different personalization. |
Different product comparison table, specific to current Citi card. |
My wife's activation offer letter - front. Same visuals as mine, with card-specific offer. |
My wife’s activation offer letter - back. Also not valid if she switches to Rewards+. |