Seeing Marriott’s Early Month on Books marketing campaign was love at first sight, and this high-level analysis of its EMOB email stream confirms that the brand is doing a lot right when it comes to engaging new cardholders.
It’s critical to get in front of new cardholders early and often to drive immediate activation and usage. Using these tried-and-true best practices, you can craft a strategic EMOB plan that improves your chances of becoming top of wallet with a highly engaged cardholder base.
Many financial institutions can speak to their EMOB initiatives, but seldom are we able to get our hands on formalized plans that we can review and use to inform our recommendations. Why? Because more often than not, formalized EMOB plans don’t exist.
While many financial institutions attempt to market life stage banking products/services and implement effective migration strategies we haven’t seen any do so as clearly and effectively – or in such a “productified” way – as Bank of America.
Discover has a killer acquisition mail strategy. It tests offers, formats, colors, charts, Johnson boxes, copy and hard-working vs. more creative approaches. You name it; Discover tests it.
These examples from Chase, American Express and Citibank demonstrate how financial services brands can use Instagram to support both their value proposition and the platform's mission.
We are smitten with “Discover Freeze it” not only because it is a useful and welcomed credit card feature providing an enhanced sense of card security – easy, quick and controllable by cardholder – but also because the marketing and advertising is just so well done.
The #forthefun campaign gives Chase Freedom a personality boost while still focusing on its value prop: the juxtaposition of the card’s utility (“the card is for the essentials”) with the card’s end benefit (“the cash back is for the fun”).
The welcome kit for Citi's Double Cash Card adheres to just about every EMOB best practice Media Logic preaches.