TD Bank: New Account Offer Missing Urgency

I recently wrote about an email from Vanguard that lacked a respond-by date -- and, therefore, lacked urgency. This self-mailer from TD Bank also lacks a clear respond-by date and thus merits a Fail for Creative.

Outside of Self-Mailer

First fold-out panel

The folded self-mailer includes an offer of up to $500 if the customer opens a checking account and a savings account. The amount of free money is as low as $150 if the customer opens only one type of checking account, but that’s not chump change. The call to action is to open the banking accounts at a local banking branch, TD Store, or by visiting a special landing page. The landing page reinforces the offer with the same imagery as the self-mailer. That’s nice creative coordination.

Inside panels

However, the mailer buries the offer expiration date in the disclosure. The first line reads, “Offer valid from January 15, 2019, through March 13, 2019...” It is found in small, light gray type (e.g., not designed to be read). The only sense of urgency conveyed is in the call to action to “Get started today.”

Only mention of offer expiration date
(I added the red circle)

The landing page includes mention of “Offer expires March 13, 2019” above the fold and in the pictures, making them hard to miss. That’s smart. However, the person who receives the mail needs to visit the website to be able to clearly see the offer expiration date.

Offer landing page: td.com/Earn500

Lesson:
If you want customers to respond to your offer, include a clear, prominent respond-by date.

Citi: Thank You Card Offer Conflicts

One of my responsibilities when I worked at Citi’s Credit Card division was profitable balance growth on their Citi AAdvantage Credit Card. A common way to grow balances then (and still now) was to mail to customers balance transfer checks they could use like regular checks to pay off higher-interest credit cards or use to make significant purchases.

These checks were directly tied to the credit card number and existing account. The functional implication was that, if a customer changed his or her credit card number, the check would bounce. This occurred when a customer’s credit card was replaced due to theft or fraud, or if the customer switched to a different Citi credit card. Poor customer experience!  

Occasionally, the business priority would be to solicit customers to upgrade their existing Citi AAdvantage Card to a more premium product—say, from a basic card with a $50 annual fee to a Gold-level card with an $85 annual fee. The upgrade solicitation list would be prepared in advance and deduped from the balance transfer check solicitation list. This not only prevented checks from bouncing, it also allowed our customer communications to focus on only one aspect of the credit card product during a time period.

Outside of Upgrade Mailer

That policy from years ago comes to mind when I reviewed these two offers, which the same person received related to his Citi Thank You Preferred Card around the same time. In late January, he received an offer to switch his existing Citi Thank You Preferred Card to the new Citi Rewards+ Card. This new card offered a different points accrual method. It’s a shiny self-mailer complete with details, comparison of the customer’s current Citi Thank You Preferred Card to the new Citi Reward+ Card, and more disclosures than you can shake a stick at. Creatively, this is a pretty persuasive mailer.

Upgrade Self-Mailer Inside Panels

A week later, in early February, the same person received a self-mailer with an offer to add an authorized user to his Citi Thank You Preferred Card. Specifically, the offer was an opportunity to accrue 2,500 Thank You Rewards points—worth $25 in gift cards—if the customer adds an authorized user to the card and spends $2,000 by 2/28/19.

Outside of Citi Thank You Add A User Mailer

The first Fail here is for a combination of Offer and Timing. Setting aside the upgrade offer, this offer has a response window of under 30 days. Normally, 30 days is an ideal response window to allow a customer enough time to read the mailer, consider the offer, and take action. But this offer requires the customer to take two separate actions. First, the customer has to request the card for the authorized user. Subsequently, the customer and/or the authorized user have to spend, together, at least $2,000. If there is an expectation that the authorized user would do the spending, the customer would have to wait for the card to arrive in the mail, activate it, give it to the authorized user, and hope that authorized user already had plans to make a pretty significant purchase or two. That’s a lot of activity to expect of a customer during the cold month of February.

Inside of Citi Thank You Add A User Mailer

Most credit card bonus points offers for new customers have a window of 90 days to meet a spending threshold. Perhaps Citi could have structured this offer such that the customer would have 30 days to add an authorized user and another 60-90 days to meet the spending requirement.

The second Fail is a combination of Offer and Targeting. The fine print on the offer to add an authorized user includes the line, “If your account is closed for any reason, including if you convert to another card product, you may no longer be eligible for this offer.” In other words, if the Citi customer accepted the offer he had received one week prior to this one, then this offer is void. Poor customer experience!

When I worked at Citi, we took measures to avoid overlapping offers. That does not appear to be the case today. It does not appear to me that one of these mailers was delayed in the mail for a long time, so let’s rule out bad postal delivery. Maybe the Citi Rewards+ Card Product Manager wasn’t aware of what the Thank You Preferred Card Product Manager had planned, or maybe they had conflicting business objectives. I can only speculate.

Lessons:

1. When planning the timing of your mailing and determining the offer response window, consider customer actions required to fulfill the offer.
2. When you mail an offer to your own customers, be sure your offer doesn't conflict with other offers or create a negative customer experience.

Shake Shack: Offer with Bumble & "Deets"

This email from Shake Shack merits several Fails for Offer.

The offer stated in the body copy reads, “…grab a burger with your new connection + score the second burger on us.” That suggests that all I need to do to get a free burger is purchase one burger. However, the disclosure* below the offer reads that there is a minimum purchase of $10 using the app, specifically: “Minimum Shack App order of $10 for offer to apply.” Where I live, that’s more than a burger. At my local Shake Shack in high-priced New York City, a Shack Burger costs $5.59, and a simple hamburger costs $4.89. So it would take a purchase of a Shack Burger, fries, and a soda ($11.13) for a customer to take advantage of the offer.

The steps involved in getting that second burger are complex – another Fail for Offer. A customer has to download an app called Bumble, swipe through something, find a profile that contains a promo code and “deets,” then redeem the offer using the promo code in the Shack App at a participating Shake Shack. That’s a lot of steps just to get a free burger. It’s not clear to me if a customer can get the free burger at the same time as purchasing a burger. If not, that’s a third Fail for Offer for not disclosing that the free burger is available only on a return visit.

There is a fourth Fail for Offer – offering only five days for a customer to take advantage of the offer.  So during the work week, a customer has to download an app, find a connection on the app, and arrange to go together to Shake Shack to follow the several vague steps in the email to obtain value.  

Bumble appears to be a dating app, but one wouldn’t know from the email from Shake Shack. It does not explain what the app is, nor does the landing page from the email link. It appears to me that the rationale for the offer is to encourage a friendly non-Tinder date by using the app to get a burger. That’s nice – but what are “deets” in this context? Sure, “deets” is often slang for “details”, but there is other slang used in the email.  Is “deets” in this context supposed to be a new short-hand combination of “dating” and “meeting”? I can’t find any mention of the term on Bumble’s website. According to Wikipedia, DEET is a type of toxin used to repel bugs. I certainly wouldn’t want any DEET on my Shack Burger! A cursory search in Urban Dictionary and the Online Slang Dictionary suggest it could refer to “details,” “gossip,” “stolen credit cards,” a racial derogatory term or to NSFW sexual acts best not described in an email from a family-friendly burger chain. The type of customer Bumble may want to target -- presumably young, urban, single professionals -- might know what “deets” means.  However, Shake Shack is sending these emails to a much wider group of customers -- presumably everyone with the app who has not yet opted-out from receiving emails -- which is why this use of slang might merit a Fail for Creative.  

Lessons:

1. Explain your offer clearly in the body of an email. Don’t rely on a Disclosure to present the terms of an offer.
2. Keep the process of redeeming an offer easy. Don’t make your customers jump through hoops for small rewards.
3. Give your customers an adequate window to take advantage of your offer.
4. If you don’t know your audience, be judicious in the use of slang.
   
   

* Many people mistakenly refer to the small print associated with marketing communications as a disclaimer when, in fact, it is a disclosure. According to dictionary.com, a “disclaimer” is “the act of disclaiming; the renouncing, repudiating, or denying of a claim; disavowal” while a “disclosure” is “the act or an instance of disclosing; exposure; revelation.” “Disclose” is defined as “to make known; reveal or uncover.” From a marketing standpoint, a disclaimer is an admission that the headline is false – otherwise, why renounce it? However, a disclosure provides secondary but relevant facts of an offer. So the only reason an offer or marketing communication would require a disclaimer is if it were misleading from the onset.

Jet.com: Cool mail, but lacking strong call to action

When I moved to New York City, I joke that I learned that as a New Yorker, I was obligated to greet people by saying either “How you doing?”, or “Up yours!” I typically prefer the former. I also learned how much convenience plays into how a New Yorker chooses where to do business – where to get a haircut, where to shop, etc. In some parts of the city, there are three TDBanks within 10 blocks because, well, that’s convenient. Who wants to cross a pair of busy intersections just to get $20 from an ATM?  Not a New Yorker.

So, even though most New Yorkers live within a mile of brick-and-mortar stores that have everything they need, they are still likely to purchase dry goods online. It goes back to convenience. After all, having a box arrive at your doorstep with your laundry detergent is easier than having to lug that weight home from the supermarket.

Enter jet.com. According to Wikipedia, the company was formed three years ago. Originally, the company had branded itself as the “biggest thing in shopping since shopping.” However, about two years ago, it was purchased outright by Walmart. Based on this CNN story and other articles found online, jet is being positioned as a site for higher-income urban millennials. Here in New York City, television advertising and subway billboard ads communicate the ability to purchase curated brands and city essentials in one place. That seems convenient. This ad, showing a New Yorker being gawked at by tourists, is locally-centric. The landing page is also themed around shopping while living in The Big Apple. On my first visit to their landing page, I am greeted with a serene, winter picture of the East River. 

Jet.com's NYC Landing page

 
Scrolling down, I find the opportunity to purchase kale and an iPad.

Below the fold on landing page

Which brings us to their self-mailer.

Front

Address panel

It is the second one I have received in as many weeks. Creatively, it is on-brand and on-message. It uses the same tagline and reflects the same sales proposition around the ability to purchase brands relevant to New Yorkers who are, presumably, like myself. And, while I’m not a millennial and I don’t know what Walmart defines as high-income, this is not a Fail for Targeting because, based on my zip code, I live in an area populated with people who fit that target market. 

First fold-out panel with small call to action

The call to action is subtle. One has to unfold the self-mailer partially but not completely to find the call to action to shop at jet.com. It’s not even to make a purchase – just to shop. It appears to me that this mailer is barely above branding piece, a supplement to the mass media advertising that conveys jet.com’s image and sales proposition. 

Next fold-out panel

Final fold-out panel. No call to action

Intuitively, I would think that if the purpose of this self-mailer were to bring traffic to the site and encourage near-term purchase activity, including of an incentive specific to the mailer would be useful -- even something minor but specific that might encourage immediacy. Maybe “$5 off your first purchase by 11/30/18” or “Free shipping on any size purchase with your first order in 2018.”  These would include a personalized promo code so it is not misused by people in the public domain and sales resulting from the mailing can be tracked. Jet.com’s check-out process already includes an input field for promo codes, so the infrastructure is in place. And doing so would not jeopardize the aspiring high-end brand image – after all, even Tiffany and Lexus have promotional offers from time to time. This looks like a Fail for Offer.

Perhaps there was a conscious decision to not include an incentive with consideration of the target market. Maybe the expense for a self-mailer is categorized by Wal-mart as merely branding. There is a school of thought in marketing that millennials are not interested in discounts (such as in this article). However, some marketers have arrived at the conclusion that finding the best deals impact millennials’ shopping decisions. One should also consider that some recipients of these self-mailers are not millennials and are watching their dollars.

Maybe Jet’s management is trying to be as unlike Walmart as feasible. That’s understandable given the investment in jet.com’s new brand positioning. Nevertheless, I would at the very least execute an A/B test of Incentive vs No Incentive and include a useful means of tracking customers against the mailing list. 

My question to jet.com marketing leaders regarding the success of these mail campaigns is the same as how I would greet them here in New York: “How you doing?”

Lessons:

1. Consider an incentive and a timely call to action to encourage immediacy of purchase activity, if that is your marketing goal.

2. Including a unique tracking code is an excellent means of tracking response. 

3. Not sure what works?  Test your hypothesis.

MoMA: Failed Mail, But Is It Art?

I moved to New York City last July. Last week, I received the below solicitation for membership from the Museum of Modern Art (MoMA). The Outer Envelope Teaser reads, “Welcome to the Neighborhood!” Inside is an offer of discounted membership “… available only for our new neighbors.” However, I moved to New York City last July.

Inviting Outer Envelope
"Welcome to the Neighborhood!"

I can only speculate why I received a solicitation with this type of messaging after living here nearly a year. Did MoMA purchase a hot movers list that wasn’t so…hot? Did the mailer obtain my information several months ago but didn’t use it until now (e.g. a Fail for Timing)? If either of these is true, that is poor targeting (e.g., a Fail for List). Did MoMA know I moved more than 10 months ago but chose to position their solicitation as being for new residents? If so, that appears to me to be a Fail for Creative, because the messaging is not relevant.

Front of letter

Back of letter includes many membership level options

Aside from that point, creative execution is quite good. The package includes many of the elements known to support optimizing response:

• Outer Envelope. The outer envelope clearly identifiers the sender. It is stamped, which suggests a personal correspondence. The teaser “Welcome to the Neighborhood!” is in an inviting color.
• Letter. In lieu of a typical Johnson Box, the letter tastefully displays what a new member might expect to enjoy at the MoMA. Displaying the organization name and return address on the side (as well as choosing a font that visually matches the MoMA brand identity) is inviting. The interior highlight colors match the outer envelope teaser. The copy describes the overall benefits of membership and is inviting. The letter is personally signed by a relevant individual, and it closes with a postscript that reinforces the offer. 
• Buckslip. The buckslip insert clearly and simply reinforces basic membership benefits and includes a call to action.
  
  
  
  

  

  Buckslip insert

• Personalized Response Form. The Membership Acceptance Statement already has the prospective member’s name and address. The form includes mention of to whom to make out a check and includes an option to pay the membership fee using a major credit card. 
• Business Reply Envelope. The reply envelope is postage-paid, meaning the recipient won’t need to spend effort finding an envelope or a stamp. The FIM Bar and barcode will ensure smooth and fast response delivery.

Standard Business Reply Envelope
Prepaid postage allows for easy return & fast delivery

This solicitation may also deserve a Fail for Offer, because there are too many and they are confusing. The front of the letter lists four membership options, while the back of the letter lists nine – with costs ranging from $70 to a whopping $6,000. If the people being solicited are new to the neighborhood, they are likely not ready to put down more than a couple hundred dollars on membership at a museum. They may also not be willing to take the time to understand the difference between the $70 “Global” membership listed on the back and the $70 “Individual” membership listed on the front. This forces the consumer to make a decision within a decision – to first make a decision whether to be a member and then to make a secondary decision regarding the type of member to be. Forcing the secondary decision risks prospective member frustration, which leads to delayed or no action on the primary decision.

It would be worthwhile to communicate only two to four entry-level options for new members, then take action to upsell them later when they call to join – or upon their first enjoyable visit to the museum.

In addition to caring for the Fails, there are a few minor optimizations I would consider with this type of solicitation:

• Open the letter with the recipient’s name. Perhaps there wasn’t space with this design; but, if you are going to take the effort of having a personal-style letter solicitation, open with “Dear Marc Davis” – or, if the list source data allows, “Dear Marc.” 
• Explain some elements a bit better. When communicating museum features and benefits, consider the fact that the intended recipient is new to New York City. For example, the back of the letter and the buckslip mention free admission to “MoMA PS1.” A new neighbor might confuse that with something related to a SonyPlayStation. 
• Reinforce the promo code. To get the discount, the new member has to enter a promo code mentioned in the body of the letter. Someone simply scanning the letter, however, would be hard pressed to find it. It should be listed in the Acceptance Statement in #1 under “Four easy ways to join” and it could be reinforced in the postscript. 
• Create a matching landing page. The current call to action mentions moma.org/join, which appears to be the standard page for new member enrollment. Unfortunately, that page has even more options than the letter – creating even more potential for confusing prospective members – and the page also doesn’t reference the new member discount. This means the recipient of the letter couldn’t use it to get the targeted discount. A matching landing page can have an inviting URL (i.e., moma.org/newneighbor), visually match the solicitation, and show only simplified, relevant membership levels at the offered price without forcing the new member to enter a promo code. In addition, quantifying page visits can support gauging overall prospective membership interest resulting from the solicitation. 
• Avoid the zip+4 on the outer envelope return address. This bit of technical accuracy doesn’t help optimize mailing the package and detracts from the light, personal feeling of the solicitation. 

One needs creative skills to design the right type of communication for the target audience to mail at the best time. But is it art? Well, maybe – but the actions of measuring, testing, learning, and optimizing mean it is also math.

Maybe, one day, MoMA will have an exhibit featuring creative elements of successful direct mail, perhaps next to a Swatch Jellyfish watch or Macintosh classic desktop computer. 

Lessons:

1. When choosing to communicate to prospective customers around life events, make sure your list source is accurate – and mail on a timely basis.
    
2. When soliciting new customers to your program, offer few and simple options.

(Edited to correct hyperlinks.)

TurboTax: Tax Time Starts Very, Very Early

I received a solo letter package from TurboTax on September 30 – a time when Halloween candy is on the shelves at the supermarket. This appears to me to be very early. I have yet to think about what I’m getting my wife for the holidays much less filing my 2015 taxes, but I’m only a focus group of one. On an overall marketing basis, is this a Fail for Timing or is this a smart way for Intuit to get ahead of the volume of holiday catalogs in the mail to reach out to and insulate customers for repeat purchase history?  

Envelope Front

Envelope Back

Creatively, the solo mail package is clean. On the front envelope teaser, there is a clear call to action. The rear teaser has a reinforcement message with an implied savings offer. The inside letter communicates the TurboTax value proposition using several direct mail best practices: Johnson Box, bulleted clear call-outs of features and benefits, and a reinforced call to action. The accompanying brochure breaks down the products – differentiating them in a clear manner while reinforcing the overall and individual product propositions.

Em dashes are used in a few places in headline and body copy. These are often interruptive and can be a good replacement for a comma. But utilizing a triple-dash style with no space often gives the reader the feel of there being two sentences rather than a single broken sentence. Take this line adapted from the outer envelope rear teaser:

Get your biggest refund – guaranteed! 

The use of the shorter en dash with spaces before and after creates a better visual flow compared to:

Get your biggest refund—guaranteed! 

The latter may be closer to grammatical correctness, but this isn’t a college essay – it is a marketing communication. 

Letter front

It is odd that the first solicitation for the next tax year would be via snail mail, where there is a hard cost of printing and postage. Why not at least start with an email? Intuit has my email address, and it costs nearly nothing to send me a customized email noting my product choice from last year and offering an opportunity to get the same product this year.

The offer is nothing special. There is a vague “SAVE $10*” message in several places. The disclosure on the back of the brochure reads “* Savings and price comparison based on anticipated price increase 3/18/16.” That is not quite a compelling reason to make a purchase now, especially considering the fact that the money-back guarantee applies only within 60 days of purchase. If I make a purchase now, I will still be eating leftover Thanksgiving turkey when the guarantee expires. Not even Ned Flanders gets started on his taxes before the end of the year. The lack of a bona fide customer value for immediate action merits this a Fail for Offer. 

Perhaps Intuit was trying to standardize the mailer and purchase process, but, in doing so, may have missed personalization opportunities. For example, I have used the Premier version of TurboTax every year for at least a decade. That would suggest that I have no interest in the Deluxe version this year, so about a quarter of the brochure’s content is irrelevant to me. Rather than explain a likely irrelevant lower tier product, perhaps the focus could have been on resale and upsale.

Back of letter

If you are going through the effort and expense to send a personalized solo mail package, consider having a personalized offer with personalized tracking such as a unique offer code or personalized URL, product recommendations based on prior purchases, and an offer that expires soon. This could allow the customer to not have to complete a long form when repurchasing your product online. Not only will this address the customer based on his/her purchase history and information, you have the opportunity to fully track customer interactions.

Lessons:

1. Consider the Timing of your marketing communication relative to seasonal level of consumer interest as well as macro-marketing conditions.
2. Direct mail may not be the best method to reach out to your existing customer base when there are lower-cost methods available.
3. Consider how you use dashes in every sentence.
4. Have an offer that compels immediate action.
5. Use your database to personalize your marketing communications and customer interactions.

Brochure Cover

Brochure Back

Brochure interior

Brochure interior

Five days is not enough

The Sitecore Symposium offers users of their platform the opportunity to learn about product features as well as share success stories and best practices. A recent email from them communicated that fact fairly well.

The email arrived on May 6 with a call to action to register for the symposium by May 11. The registration site was not live until May 6, giving only a five-day window for a business customer to commit to an $895 registration fee and travel plans four months ahead. This earns the email a Fail for Offer. Business customers need time to make arrangements, commit to dates, and obtain management approval.

In fact, the landing page includes a link to a boilerplate justification letter for registrants to send to their managers to get approval. A nice touch, because any employee going to the boss on his or her own and saying, “I’m going to Las Vegas for three days, staying at a high-end hotel on the strip, and paying 900 bucks to register” needs more than a bit of back-up.

As of May 7, the landing-page grid mentions the ‘Super Early Bird’ price with a deadline of May 11; however, the landing-page body copy (just above the Terms and Conditions) and the justification letter cite the deadline as May 18. That’s a Fail for Creative for having inconsistent deadlines.

Lessons:

1)      Give your business customers an adequate response window to your offer, especially if there is a substantial commitment in cost and time involved.

2)      Be consistent with your respond-by dates.

DMH Marketing Partners & Mail America: Fails for poor DMA prospecting

The annual Direct Marketing Association (DMA) Conference & Exhibition is this week.   If you have ever attended a DMA conference you know that your registration information is shared with prospective vendors that have a booth.  And what does a good direct marketer do with a prospect mailing list?  Mail, of course!  (Maybe there is a joke here: What is the best way to keep the postal service from going bankrupt.  Have a DMA conference every month!)

Looking through the pre-conference mailbag, this looks like the year for QR codes and iPad2 giveaways.  Some of the mail has both – a QR code where you could win an iPad2 for visiting a booth or purchasing a service.  

This piece utilizes a contest concept to motivate people to visit their booth.  Everyone is a “winner” of something of value up to $25,000.  The disclosure that appears in white-on-blue mouseprint states that the odds of winning the grand prize are 1 in 10 million.  Given that there will be not nearly that many people attending the conference, it should be safe to assume that everyone visiting the booth will "win" free direct mail advertising.  This legally proper but misleading contest merits a Fail for Offer.

 
Creatively, it is not clear from the postcard who is the sender is -- “360° Marketing” or “Mail America”?  The left side of the postcard includes some explanation of services, but much of the copy is too small to read.

Is the company run by an ant,
or will there be an ant farm in the booth?

This postcard from DMH Marketing Partners is one of the most significant Fails for poor Creative design:

• One side of the postcard is horizontal-intensive while the other side is vertical-intensive.
• The postcard is the smallest size possible with primarily a white background, making it difficult to find in the clutter of the dozens of other pre-conference mailers.
• There is not a clear explanation of what the company does or what services it provides.
• The only Web address on the page is for the DMA conference.  The Web address for the company does not appear.  (Does this suggest DMH does not want to be found?)
• The messaging does not appear to have any alignment with the company Website.
• There is not a compelling reason to visit the booth – no gift, contest, person to meet, or topic to discuss other than the vague opportunity to increase responses.
• As a woman in my office put it, “That bug is just creepy.” 

The marching bugs in the background did not scan well.

Lessons:

1. Clearly communicate your offer and value proposition.
2. Offer a compelling, honest reason for a prospective customer to reach out to you.
3. Know your competition to develop creative that will be noticed.
4. If you are going to include an animal, use a cute mammal rather than a creepy bug.