What makes a new house begin to feel like a new home? It's not an easy question to answer, but generally speaking, it's about dealing with lots of little details. A recent mailing by
Citibank illustrates this well. The promotion for basic banking services like checking and savings accounts makes part of the settling-in process a little easier. "Don't tell our neighbors, but the $400 travel reward was our favorite housewarming gift" reads the teaser on the front of the 6-1/4" x 8-1/2" self-mailer (see in viewer at right).
When the flap is lifted, the offer is explained: the new mover earns up to 40,000 ThankYou points redeemable for up to $400 in travel rewards by becoming a banking customer. That's pretty impressive, but to help the prospect make that decision (and take it off their to-do list), the mailer has a map of the location of the nearest branch. The call to action also offers phone and online contact options, but it's still good to know where to go to build on a new, local banking relationship (Archive code #536-171691-1010A; to order a scan of the mailing, go to our
Who's Mailing What! Archive).
Over the years, there have been plenty of mailings that have targeted this niche. Despite the lingering recession, Americans are increasingly on the move, nearly 4.4 million in the first four months of the year according to
data from Epsilon Targeting. So it's good idea for marketers to help people feather their new nests by offering all kinds of products and services that fit their new needs. And, for the most part, all have appeals that are centered on some of the most powerful words in the English language that have such meaning to this audience: easy, safety, free, save and guarantee.
Besides financial services, new movers have to think about sprucing up their new place with carpeting, paint, fixtures, appliances ... you get the idea. So if you're
Lowe's, you mail two of your Project Starter cards, good for $10 off and $25 off purchases. With those carrots being dangled in front of the homeowner, there's also a reminder that "Lowe's has everything you need to make your move in as easy as possible" (Archive code #910-606514-1004A).
Secrets of Direct Marketing Testing
PURLs for Profit
