Fidelity Rewards Visa: Bonus Offer Improvement

I recently wrote about a confusing email offer from Fidelity Rewards Visa with a complex bonus statement credit for a specific category of purchases and a failure to reinforce it's basic product benefits. It merited a Fail for Creative and potential Fail for Offer. 

About six weeks later, Fidelity sent a new and better executed offer to the same person.

The offer is straightforward and simple enough to explain to my mother: Earn 3 points, rather than 2, for every dollar spent online through May 31, 2022. Unlike with the previous email, there's no minimum spend level, and the email clearly explains the $25 incremental rebate cap using icons and simple language to support communication clarity. Below the three icons, the email reinforces the basic product benefit, specifically that the bonus is in addition to the 2% cash back already available for all credit card purchases.

On the other hand, the email still has one issue. To enroll in the offer, the recipient has to click on the "Enroll now" link in the email then enter a promo code (which may be unique to the recipience, so it's blacked out here as potential PII). The code is 13 digits, which is a lot to enter. In user experience jargon, the need for a customer to enter a long code adds traction to the enrollment process.

So, how could Fidelity Rewards improve this email even more? If the promo code is unique to the customer, perhaps Fidelity could offer1-click enrollment, as other companies do. If it is not unique, why make the promo code so complex? Fidelity could go with something easy to transpose, such as "OnlineBonus22."

Lessons:

1. Your offer should be simple to explain.
2. Don't forget to reinforce your basic product benefits.
3. Take as much traction as you can out of customer enrollment -- the easier for customers, the better.

Fidelity Rewards Visa: Offering Nothing for Something, or simply unclear?

The Fidelity Rewards Visa Signature Card offers a 2% rebate on purchases. Their product home page touts, "Earn unlimited 2% cash back on everyday spending." So, why are they are sending emails to  existing credit card customers offering a "2% statement credit, up to $25?" To me, that sounds like a limit.

The email headline reads, "Earn up to a $25 statement credit." The offer appears to be an opportunity to earn a 2% statement credit if a customer spends at least $200 at a Home Improvement or Lawn & Garden store, with a maximum statement credit of $25. Huh? So, if a customer spends $180 at Lowe's, the customer gets nothing? And if the customer spends $2,500 at Home Depot, they get effectively a 1% rebate? This seems like eating a doughnut hole. Spend too little and there is no benefit; spend too much and the benefit is diluted. Is this a Fail for Offer, or just strange?

But what about that 2% rebate that is supposed to be available for everyday spending on that very same card? The email doesn't speak to that at all. This merits a Fail for Creative because the email does not explain that the statement credit opportunity is incremental to the 2% rebate. The headline could have read, "Earn up to $25 more when you spring into home products." Or the body copy could have read, "In addition to the rewards you already earn, enjoy an additional statement credit up to $25 when you ..." Then there could be an implication that the effective customer rebate could be as high as 4%.

Lessons:

1. Your offer should be simple to explain and allow customers to easily benefit.
2. Don't forget to reinforce your basic product benefits.

Updated 4/7 to remove additional PII from email.

BCHP: A hard-to-find doctor for my non-existent child

When someone asks me if I have children, I sometimes joke, "None to my knowledge." In that context, when I receive a postcard asking me, "Looking for a pediatrician or pediatric specialist?" I have to wonder if someone knows something I don't.

Maybe I do have a child. Maybe my wife has a bun in the oven. Or maybe the reason I received this postcard is less dramatic – that the postcard from Boston Children's Health Physicians (BCHP) merits a Fail for Targeting.

Let's set aside for the moment the fact that I do not have any offspring and break down the postcard's content.

Mommy is happy with her healthy baby.

The front of the postcard simply suggests that I choose Bost Children's Health Physicians. It doesn't suggest why I choose one of their doctors. What makes their physicians desirable? To put it in marketing terms, what is BCHP's unique selling proposition?

Where is Forest Hills, Queens?
Not in the area shown on the postcard.

The address side of the postcard includes a minor sales message that supports the Call to Action – to “find the expert care your child needs to grow and thrive.” And the postcard displays a map that appears to show the locations of doctors. There is an arrow pointing to the map, reading, “Find a pediatric provider in your area” with emphasis on “your.” Quick takeaway: most of New York City doesn’t even appear on the map.

Maybe there is a provider near me, but how would I know? Rather than communicating how to find the provider – and placing it next to the Call to Action to do so – there is a bunch of white space below the map. The response method is on the other side of the postcard…well, sort of.

Buried on the bottom right corner of the picture of mom and her smiling baby is a URL leading to the Boston Children’s Health Physicians home page. Somewhere on that home page is information that supports the postcard’s messaging, but it isn’t easy to find. The QR code doesn’t lead to the same page as the URL; it leads directly to the practice locator page. And the placement of the QR code (within an image on the opposite side) is a Fail for Creative.

BCHP locations not quite near Queens

Let’s get back to finding a provider in my area. I tried the QR code on my smartphone. It indicated that the nearest practice was in Bardonia, NY.

As the crow flies, the distance from Forest Hills, Queens, NY to Bardonia is about 27 miles. As the parent drives in traffic, however, it is two toll bridges and typically an hour drive or longer with a sick or tired child in the back seat. (That assumes the parent has a car. After all, this is New York City.) This long distance to a physician confirms that the postcard was poorly targeted geographically – another Fail for Targeting.

Returning to the caption below the map, what is a “pediatric provider?” Why use that kind of industry jargon when the front of the postcard uses “pediatrician” and “pediatric specialist” while the address side of the postcard cites having 55 “practices”? Why throw yet another term out there? I realize I’m not a parent but, if I were, wouldn’t I want to find a “doctor” for my child?

IMHO, this postcard does not really support Boston Children’s Health Physicians. It is poorly designed, written, and targeted.

 
Finally, unless there is a back-end method in place for tracking response to the individuals being mailed, this isn’t direct marketing – it’s mailed advertising.

Lessons:

1. Vet your data sources to target matching demographics.
2. Just being available is not enough. Even a medical practice needs a differentiator.
3. The means of following through on a Call to Action should be located close to the Call to Action, and easy to find.
4. Vet your physical targeting to people who can easily get to your physical business or medical practice.
5. If your Call to Action includes a web site, don’t just list a home page. Use a direct URL that aligns with the Call to Action.
6. Apply jargon consistently using terms your customers understand.
7. Even a postcard for a medical practice should include some method of tracking results.

Edit 2/11/23: Removed reference to company that sent the mail per request of a person working at that company. 

Athletic Greens: Landing page does not work out

For more than a decade, I've written about the four pillars of a successful direct marketing campaign: Targeting, Offer, Creative and Timing (TOCT). But there is something that binds these pillar together: Execution.

If you properly thought through your TOCT and planned your work, execution is working the plan. To execute successful, everything should work the way it should.

Which brings us to Athletic Greens. I recently received this self-mailer:

Cover panel

Address panel, with offer URL

Inside panel

Sales panels

Creatively, this is quite a good piece for the category. The paper stock is thick, making it stand out in the clutter of mail. The message are simple and straightforward. The Call to Action is to subscribe to receive dietary supplements by visiting www.athleticgreens.com/startag1 and taking advantage of an offer for new customers. When I tried it, the URL did not work. 

Non-functional landing page

Because the landing page was non-functional, this otherwise compelling self-mailer merits a Fail for Execution. If customers can't get the offer they were promised, why would they trust the product?

And it's not like a prospective customer can easily call to take advantage of the offer. The self-mailer lacks a phone number. Sure, there is one on a page buried in the web site (888-390-4029), but that is listed as "Customer Service." Are there no salespeople available? I believe this approach of mailing an offer without a phone number as a secondary call to action is pennywise and pound foolish. It may merit a Fail for Creative.

I received the self-mailer 10 days before Christmas, a time when people are thinking about indulging for the holidays, visiting family and friends, and end-of-year financial activities. A typical mailbox is full of charity solicitations, catalogs and holiday cards. Is this really a time to mail an offer related to personal self-improvement that attempts to motivate people to change their dietary habits? I think no, and that this could be a Fail for Timing. 

If I planned this campaign, I would have timed the maildrop with an in-home date three weeks later, e.g., the first week of January. I would have also tested the landing page before mailing.

Lessons:

1. When you include a web address on your solicitation, make sure it works.
2. When using snail mail to sell your product, don't assume people will go online to response. Include a phone number in your Call to Action.
3. Carefully consider the impact of seasonality when timing your mailing.

PayPal: Venmo $10 Giveaway Email Lacks Explanation or Focused Targeting

This recent email from PayPal trying to cross-sell Venmo merits Fails for Creative and Targeting.

Enrollment offer email, sent to long-term
Venmo customer

The email offers me a straight cash bribe (or, as we say in marketing, an incentive) to sign up for Venmo. The Call to Action is to click on the “Claim Your $10” link that will bring me to the below landing page.

Landing page
lacks explanation of Venmo product features or customer benefits

The landing page reinforces the incentive and discloses information about fees -- and allows me to sign up for Venmo and verify my phone number.

But what is Venmo? Neither the email nor landing page include a product explanation. Simply put: If someone hasn’t used Venmo -- which is, after all, the kind of person the email is targeting -- they would have no idea what it is or why they should provide their mobile number to get $10. Both the email and landing page should include benefit statements or at least some brief sales messages.

Now, in fact, I know all about Venmo. I’ve been using it for a long time, long enough for Venmo’s parent PayPal to know that I am an active customer. That is why I give this a Fail for Targeting. There is no value in sending a new customer acquisition offer to a long-term active customer like myself. Communications like this can make customers question the strength of a brand.

Speaking of brand, why doesn’t PayPal put its name behind Venmo -- at least on this marketing email? For customers who haven’t heard of or used Venmo (like the ones targeted by the offer), including phrasing such as “backed by PayPal” or “a PayPal service” would at least lend some credibility to the product.

This isn’t the first time PayPal has offered me an incentive for something without explanation. Last year, PayPal sent me an offer for Honey that lacked a product value proposition. Nor is this the first time that PayPal has demeaned its brand with shoddy marketing communications. These communications can implicitly send a message to customers that PayPal doesn’t have its act together, which could lead to decreased trust and decreased use. Is this a company to trust with cryptocurrency purchases?

Sometimes marketing managers are so obsessed with their products, they forget the basics. That’s why they need to take a step back, review lessons like the below, and avoid sending Mail That Fails.

Lessons:

1. Explain what it is you are selling and why it is beneficial.
2. Extend your new customer offer only to potential new customers.
3. If selling an affiliate service, consider explaining the relationship with the affiliate.

DoorDash: No Sleep till Queens ?!?

We live in Queens -- a borough of New York City. It is also it's own county. It is not like any other borough or any other place in the world. 

So to suggest that we live in nearby Brooklyn is like someone suggesting San Francisco-based DoorDash is actually in Oakland -- sure, it's nearby, but it's a different world.

I ordered from DoorDash once, although I'm not sure when or why. Maybe it was to take advantage of a credit card offer, or perhaps it was that time last year when my wife and I really, really wanted a Carvel ice cream cake but didn't feel safe taking the subway there in the middle of a pandemic. Regardless, that one order was enough to be added to their email marketing list.

DoorDash knows where I live: firmly in a Queens zip code. So, the only reason to send me an offer email with a Subject line of "Hey, Brooklyn" is to want to get a Fail for Creative. Brooklyn is a nice borough, but to suggest that we live there is insulting to those of us who can walk to the World's Fair Site or the Louis Armstrong Museum -- or can brag they live in the same borough where Peter Parker grew up with his Aunt May.

But, to suggest I live in Brooklyn? Ouch! Not even a month of free pizza could get me to say, "Fuhgeddaboutit." I'm going to just leave this picture here.

Lesson: 
If you want to appeal to your customers based on locality, make sure you get their location right.

Hooters: Timing and Grammar Matter

This birthday email from Hooters merits a Fail for Timing and a Fail for Creative.  

The email informs the recipient that he has "10 Free Wings (Birthday)" and that his offer will expire in "1 days."

Hooters Birthday email
arrived well after the birthday

The recipient's birthday was in late August. He did not receive a communication about his free wings prior to his birthday or on his birthday. The first time he found out he had the opportunity to have free Hooters wings served to him (presumably by a "Hooters Girl") was on September 20 -- one day before the offer expired. 

The opening of the email reads:

Just a friendly reminder that your 10 Free Wings (Birthday) is about to expire. Come in and redeem your offer before it expires in 1 days.

This brief paragraph would read better as:

Just a friendly reminder that your 10 Free Wings offer for your birthday is about to expire. Come in and redeem your offer before it expires tomorrow.

One might joke about the sentences being written by a Hooters Girl, but that would be insulting to smart women who take the job. Regardless, it appears to me that the sentence was written by a someone using rudimentary mail merge software. The first sentence identifies the type of free offer in parenthesis. The programming of the second sentence did not take into account that the number of days may be a singular number. 

Let's hope the wings are better than the grammar. 

Lessons:

1. Recognizing a customer's birthday is a useful way to engage a customer, but only if properly executed.
   
2. When using numerical values in your communications, make sure to account for values that are not plural.

Hard Rock Casino: Guns N' Rose ?!?

The Hard Rock Hotel Casino recently sent this email about upcoming entertainment that included a band called "Guns N' Rose".

Email from Hard Rock Hotel & Casino Atlantic City

This is a Fail for Creative, but no worries -- the band is going to make up for this faux pas by playing their new song "Sweet Children of Ours."

Lesson: 

Be sure to thoroughly proofread your communications, including the email Subject Line.

 

Freshly: Referral Offer Freshens Up

 A couple months ago I wrote about a referral offer from Freshly that merited a Fail for Creative. Last week, the company sent me a similar offer and, from a creative and user experience standpoint, it is an improvement. 

Freshly email

This email is personalized, addressing me by name. Although it positions the referral offer as something I had "earned" (which feels a bit gimmicky), the email does recognize both my purchase history and enthusiasm for the product. 

Rather than the previous mailing -- which provided a code to share but without adequate instructions about how to use it -- this email offers a simple link with a Call to Action to "Send a Free Box." That seems easy, and needs no special codes. 

The landing page includes a 3-step, easy-to-understand process for the customer to follow to give a friend a free week of Freshly. 

Referral offer landing page

The input fields are clear. The email message and subject lines include stock language with an opportunity to personalize. That's almost as flexible as switching next week's meal from the Cauliflower Shell Beef Bolognese to the Indian-Spiced Chickpea Curry Bowl.

One element included in the May email that is lacking here, however, is an expiration date. Instead, the email body copy mentions "... and will expire unless you share it soon ...", while the disclosure reads, "Freshly reserves the right to modify, replace, or cancel offer(s) at any time" -- a statement that lacks a sense of immediacy. This is not a Fail for Creative but is an improvement opportunity. Even if this referral offer is intended to be evergreen, I would include a soft expiration date using language such as "... so send a Freebie Box in the next 7 days and give the gift of better meals made easy!"

Referral offer Thank You page

Lessons:

1. Referral programs are a useful approach to allowing your customers to be your advocates.
2. When you want your customers to do something, take all the traction out of the process.
3. If your offer does not have a expiration date, at least suggest a timeframe for the customer to take action.

Sorry, I’m late to ask for your vote

In New York City, our primary election for local offices took place on June 22, with early voting taking place June 12 through June 20.

Stringer should have been ready and in the mail before Day One

I received eight oversized postcards from political candidates between June 23 and July 6. A couple of them are shown here. 

This postcard arrived on 6 days after the election, e.g. it is trash

These are Fails for Timing. I want to say, "Sorry, New York City does not offer late voting."

Lesson:

When producing mail for a political candidate, mail early and mail often.