FINANCIAL DIRECT MAIL COPYWRITING
Direct mail offers the benefit of tight targeting, and few sectors utilise this more than financial services. The Co-operative Bank mailer below was a particularly effective project.
The Bank had a file of unconverted respondents from a previous campaign. These prospects needed to be persuaded by a second, more powerful offer. No less than 47% of the file were.
Co-operative Bank
ITEM: Direct mail pack
CLIENT: Co-operative Bank
OVERVIEW: Direct mailer to promote the Balance Transfer facility of the Robert Owen card to a dormant file. Achieved a conversion rate of 47%
OUTER ENVELOPE:
RIP THIS OFF
MAILER, FRONT COVER:
YOU’LL BE RIPPING YOURSELF OFF IF YOU DON’T TAKE THIS OPPORTUNITY
1ST REVEAL:
WE’LL TAKE YOUR OUTSTANDING DEBT AND CUT YOUR INTEREST TO JUST 1% A MONTH – 12.6% APR
2nd REVEAL:
WHY YOU SHOULD TRANSFER YOUR OUTSTANDING BALANCE NOW
Now, for a limited period only, you can cash in on an absolutely outstanding offer from the Co-operative Bank.
You can now transfer the entire outstanding debt on your credit card when you apply for a Free for Life Visa Card – and pay interest on it at just 1% a month – 12.6% APR (variable).
And it doesn’t matter a bit the size of your current credit card debt. Nor what kind of MasterCard, Access or Visa Card you have.
In fact, you can transfer balances from more than one card if you wish.
What’s more, we don’t even ask you to be a customer of the Co-operative Bank.
See what we mean by ‘ripping yourself off’ if you don’t take advantage?
(TABLE: RELATIVE INTEREST RATES & CHARGES )
THE VISA CARD THAT’S FREE FOR LIFE
Apart from the Balance Transfer offer, you enjoy many more benefits with our Free for Life Visa card. We can’t give you the special 1% per month interest rate offer – 12.6% APR (variable) – on your new spending. But we can still give you a really outstanding package.
IT’S FREE FOR LIFE
We guarantee that you’ll never have to pay any fee whatsoever. All we ask is that you use your card at least 10 times a year (see Terms and Conditions).
HOW DOES IT WORK?
Simply.
First you complete the two application forms enclosed. One for this Balance Transfer offer, the other to take out your Free for Life Visa Card (more later).
Once we approve them, we arrange for your existing credit card debt to be transferred to a special account – quite separate from your ordinary Free for Life Visa Card account.
We’ll only ever charge you interest on the debt you transfer at 1% a month – 12.6% APR (variable).
We’ll send you a special monthly statement for this account, and you make a minimum payment by direct debit – only £5 or 5% of your balance, whichever is the greater. While you’re free to pay off as much extra as you wish by cheque.
And that’s all there is to it. Sounds too good to be true? There’s more yet!
When you take out your new Free for Life Visa Card, we’ll give you a credit limit usually at least equal to the one you have now on your existing credit card. (For details of the APRs, see the reverse o the application form.)
In fact, the only bad news is that we can hold an offer as generous as this open for a limited period only. So apply now.
After all. Remember what we said about ripping yourself off if you don’t?
PAY THE WAY THAT SUITS YOU
A real advantage. You choose the payment method to suit your own circumstances. Please note, too, that we actually make it worth your while to pay off the full amount early each month and use your card for as much of your spending as possible.
Pay early – pay no interest. Pay off your full balance in 15 days of your statement date – and pay no interest at all! Which means you can get up to 46 days of interest-free credit.
Pay direct debit – pay less interest. Pay the minimum amount by direct debit – and enjoy a lower interest rate! Right now it’s just 1.7% per month – 22.4% APR. What’s more, you’ll also enjoy the peace of mind of knowing that you’ll never miss a payment.
Spend more – pay less. The rate of interest you pay depends on how much you spend in a particular month. In a nutshell:
Spend less than £100 – it’s 2.2% a month – 29.8% APR.
Spend £100-£300 – it’s down to just 1.95% a month – 26.1% APR.
Spend £300 or more – it’s down even further to just 1.7% a month – 22.4% APR.
ALL THE CONVENIENCE OF A VISA CARD
A Free for Life Visa Card is a Visa Card. Which means you enjoy a wonderfully convenient way of shopping – at 10 million locations around the world.
APPLY NOW – IT’S SO EASY
Apply now for your Balance Transfer and Free for Life Visa Card! All we ask is that you are over 25 years old, a home-owner with a phone, earn £15,000 or more and currently have a credit card.
Then it’s just three simple steps:
1.Complete the combined Balance Transfer/Direct Debit Form and Free for Life Form.
2.Enclose the latest statement(s) from your current credit card(s) to tell us the balance.
3.Return in the envelope provided – you don’t need a stamp. You can, of course, simply apply for your Free for Life Visa Card on its own. In which case you just take step 1.
You’ll find full Terms and Conditions in this pack. However, if you have any queries, please feel free to call the Co-operative Bank on 0345 414414.
FLASH:
NOW POST THE APPLICATION FORM AND STOP RIPPING YOURSELF OFF!
REVERSE:
POST NOW FOR:
•A specially reduced rate of interest on your outstanding credit card balance
•A great rate of interest on new spending – from 22.4% APR
•Free for Life – guaranteed
•You choose the way to pay
OR PHONE TO FIND OUT MORE
0345 414414
LIFT FLYER, FRONT COVER:
NOW RIP THIS OFF
(INTERACTIVE STICKER DEVICE)
REVEAL:
THE RATE WE’LL CHARGE YOU ON YOUR OUTSTANDING CREDIT CARD DEBT …
BOX:
1%
12.6% APR (VARIABLE)
YOU WILL BE RIPPING YOURSELF …
IF YOU DON’T TAKE ADVANTAGE OF IT!
LETTER:
NOW YOU CAN TAKE OUT A FREE FOR LIFE VISA CARD – AND TAKE ADVANTAGE OF A REMARKABLE OFFER ON YOUR CURRENT CREDIT CARD DEBT.
BUT YOU MUST APPLY NOW.
Dear Mr Sample,
Thank you for the interest you showed recently in our Free for Life Visa Card. I hope that you found the information pack I sent you some time ago helpful, and that you agree it is an excellent package.
I notice, however, that you have not returned your application form yet.
Is there any particular reason? If there is anything you’re not clear about, don’t hesitate to call our Helpline on 0345 414414.
But before you do anything, please take a look over this new leaflet I’ve enclosed. It tells you more about the Free for Life Visa Card – and about a very special extra opportunity you have at the moment. But please don’t delay – it’s very much in your interest to act right now.
As long as you apply for your Free for Life Visa Card now, we’ll take over your entire existing debt on any current MasterCard, Access or Visa Card and charge you interest on it at just 1% a month, or 12.6% APR (variable).
In fact, you can even transfer the balance from more than one card. You’ll find full details in the leaflet we’ve sent you. But you must send your forms now – there is a strictly limited period when you apply.
And even if you do not wish to transfer any debt, it’s still well worth your while to apply for a Visa card alone.
There’s no annual fee to pay – ever. Plus good rates of interest on your new spending –from 22.4% APR. And a flexible way to pay, which rewards you with free credit if you pay your outstanding balance off altogether within the time limit on your statement.
What’s more, you don’t even need to be a Co-operative bank customer to apply.
But, then again, why miss out on such an excellent offer as Balance Transfer? I’m sure if you do transfer your balance you’ll soon be very pleased you did.
Yet remember – you only have a limited period to apply for this offer. Complete your application forms today – there’s one for the Balance Transfer offer, another for the Free for Life Visa Card itself. Then post in the envelope provided – you don’t need a stamp.
Yours sincerely,
Dick Samways
General Manager , Customer Services.
PS. 1% a month – 12.6% APR (variable) – is an excellent rate of interest. But remember there’s a deadline for applying for our Balance Transfer offer. Post your forms today!
PPS. Remember – if you need to know any more, please feel free to phone our Helpline on 0345 414414.
First Direct Bank
ITEM: Customer mailing
CLIENT: First Direct Bank
OVERVIEW: Campaign to introduce new motor insurance service to existing customer base
FRONT COVER:
‘IF ONLY THERE WAS A FIRST DIRECT FOR MOTOR INSURANCE’
1ST REVEAL:
NOW THERE IS
2ND REVEAL:
Once you needed more from your bank. We hope you found it at First Direct. We aim to provide a service with more convenience, flexibility and value for money.
But perhaps you have other financial needs with which we can help?
We can now help with motor insurance through Hexagon Insurance, a specialist in its field and like First Direct, a member of the HSBC group.
The name may be different. But the commitment to service should be familiar.
THE RIGHT PRICE
Whatever you drive, whatever your circumstances, we believe Hexagon can provide you with a better deal in motor insurance.
With a panel of 70 insurance companies from which to choose, they search the market to find the most competitive quotation for you.
If you drive a family car you can look forward to low premiums. If you drive a high performance car, are under 30 or live in a highly rates area, they may have to look harder. But you can be sure they will.
What’s more, Hexagon do not restrict this search to your initial quotation. They do it every time you renew.
MOTOR INSURANCE AS FLEXIBLE AS YOU NEED
YOU CHOOSE THE TERMS
Good value in motor insurance is not simply about price. It is about finding the right terms for you.
You are the one in control.
DO IT ALL BY PHONE
As with First Direct, everything can be done by telephone. You will be talking to helpful, trained professionals, who take the trouble to explain things to you. No jargon, just plain English.
The service is fast and efficient, too. The latest technology keeps paperwork to an absolute minimum.
CALL TO SUIT YOU
You can call Hexagon any time between 8am and 8pm, Mondays to Fridays, and 9am to 4pm, Saturdays.
For quotations, claims – or just friendly, expert advice.
CALL 0345 100 101 NOW
In fact, why not call now? Hexagon will give you a quotation right away. Instant cover is also available if you wish.
For the price of a 5 minute local call, you can check that you are getting the best deal.
Royal Bank of Scotland
ITEM: Customer mailing
CLIENT: Royal Bank of Scotland
OVERVIEW: Mailing to introduce premium gold cheque account to selected customer base
CHEQUE BOOK STYLE MAILER, FRONT COVER:
SIGN NOW FOR A NEW ERA IN FINANCIAL FREEDOM
P2/3:
SIGN NOW FOR THE GOLD CHEQUE ACCOUNT. IT'S DESIGNED FOR PEOPLE LIKE YOU
Now there’s a cheque account designed for people like you. The Gold Cheque Account from The Royal bank of Scotland.
It’s a cheque account we’ve introduced specifically to give you extra financial freedom.
With the potential to earn maximum interest on your balances.
And the marvellous convenience of banking by telephone. At any time of the day or night.
Please read on for more reasons why you should switch to a Gold Cheque Account.
Then sign for a new era of financial freedom.
•DIRECT BANKING
•£250 CHEQUE GUARANTEE CARD
•UP TO £450 DAILY CASH WITHDRAWAL LIMIT
•SWITCH CARD
•CREDIT INTEREST ON ENTIRE BALANCE
•AUTOMATIC TRANSFER OF EXCESS FUNDS TO YOUR CHOICE OF SAVINGS ACCOUNT FOR EVEN MORE INTEREST
• NO OVERDRAFT INTEREST OR BANK CHARGES WHILE IN CREDIT OR OVERDRAWN UP TO £100
•PREFERENTIAL OVERDRAFT RATES
•OPPORTUNITY TO APPLY FOR EXCLUSIVE GOLD MASTERCARD
P4/5:
SIGN NOW FOR MORE CONVENIENCE
You’re a busy person. Your lifestyle makes many demands on your time – and on you. Which means you need a cheque account that can save you as much time and trouble as possible.
A Gold Cheque Account does exactly that. With facilities such as telephone banking and automatic transfers to your savings account, it is so much more convenient and flexible than a conventional cheque account.
P.6/7:
SIGN NOW FOR TELEPHONE BANKING
You can also join Direct Banking, the Royal Bank’s 24 hours a day, 7 days a week, person to person telephone banking service.
Using Direct Banking, you can make your day to day transactions by telephone. From transferring money between your personal accounts to paying your regular bills. From requesting a balance to stopping a cheque.
What’s more, you can do it any time of the day or night. There’s no need to be restricted by normal banking hours. And you can call from literally anywhere – at home, the office, the golf club, even on holiday.
Just think ho much time and effort that could save you. And the service is entirely free of charge. For more details, call now on 0345 223 345.
P.8/9:
SIGN NOW FOR REAL FLEXIBILITY
A normal cheque card sometimes imposes limits that are restrictive for people like you who deserve more flexibility and freedom. Both to make purchases and to withdraw cash.
Every Gold Cheque Account customer receives a gold Highline card – a multi-function card which gives you many benefits in just one piece of plastic.
IT’S A SWITCH CARD
You can pay for purchases quickly and conveniently wherever you see the Switch symbol. As there are no limits, you can make a payment for any amount, as long as there are funds in your account to cover it.
IT GUARANTEES CHEQUES UP TO £250
We’re sure you’ll appreciate the extra freedom of this much more realistic limit. Not to mention the extra convenience – now you can avoid making calls to your branch, or having to find extra ID.
IT LETS YOU WITHDRAW CASH UP TO £750 DAILY
Even in today’s world of plastic money, you still need cash. It’s comforting to know that with a Gold Highline card you can withdraw up to £450 daily from cash machines.
This is even more reassuring when you realise that you have access to more than 8,000 cash machines throughout the UK. Not just our own cash machines but Barclays, Lloyds, Midland and Bank of Scotland machines as well.
What’s more, your Gold Highline card is even an asset abroad. You can obtain cash equivalent to the £450 limit from over 6,000 machines in Spain, Portugal and Belgium.
IT’S A PHOTOCARD FOR EXTRA SECURITY
Let’s face it. These days we all have to be especially careful about security. Which is why we offer you this extra facility, entirely free.
Your photograph and signature can be lasered into your Gold Highline card. The evidence shows the significantly reduces the risk of fraud. You’ll also find a Gold Photo Highline card really useful if you ever need any ID.
To make your card a Photocard, simply tick the appropriate box on the transfer form.
P.10/11:
SIGN NOW FOR GOLD MASTERCARD FOR EXTRA PURCHASING POWER WORLDWIDE
An exclusive benefit of the Gold Cheque Account.
You can apply for our prestigious Gold MasterCard, free of charge for your first year. It offers some very significant benefits.
For example, there is no pre-set spending limit. So you enjoy real purchasing power. You also enjoy an extra means of access to cash, in branches of The Royal Bank of Scotland and all banks displaying the Access or MasterCard symbols, both at home and overseas.
In fact, you’ll find the Gold MasterCard is accepted throughout the world. From Finland to Fiji, Spain to Singapore.
P.12/13:
SIGN NOW FOR HIGH INTEREST
You know your money should always be where it can earn maximum interest.
A Gold Cheque Account can do this for you.
Credit interest on your whole balance.
Most current accounts that pay interest do so in tiers. Which means you have to maintain relatively large balances to earn a reasonable rate.
The Gold Cheque Account pays our best current rate on your entire balance. What’s more, we calculate interest on a daily basis, not monthly or quarterly.
So you benefit even if you only keep funds in your account for a few days. And a monthly statement keeps you up to date with exactly how much interest you have earned.
AUTOMATIC TRANSFER TO A HIGH INTEREST SAVINGS ACCOUNT
Normally, if you want to earn maximum interest, you have to transfer funds to and from savings accounts yourself. Which can be inconvenient when you’re really busy.
Thanks to a sophisticated transfer function, your Gold Cheque Account can do this automatically for you. Simply nominate a balance above which you want funds to be transferred to a higher interest savings account – either our Gold Deposit or Gold 90 account – and leave it all to us.
Then just relax and enjoy the peace of mind which comes from knowing that your money will always be working hard for you.
Please note that the automatic transfer facility is optional and entirely free of charge for Gold Cheque Account customers. Simply tick the box on your transfer form.
P.14/15:
SIGN NOW FOR PREFERENTIAL OVERDRAFT RATES
You don’t need to be in the black to benefit from a Gold Cheque Account. It also comes with an automatic overdraft facility of £500.
You can borrow more at preferential rates, subject to agreement with your branch. Written quotations are available on request.
NO INTEREST OR BANK CHARGES
When you are in credit or even overdrawn up to £100, you don’t pay any service charges. If you do exceed this limit, interest will be charged on the outstanding balance and there is a flat monthly charge of £10 to cover all your transactions.So you always know exactly where you stand.
SIGN NOW FOR YOUR FINANCIAL FREEDOM
What does a Gold Cheque Account offer you?
The financial freedom you need – and deserve. The peace of mind of knowing that your money is always earning the best interest. The convenience of banking by telephone.
All without being charged a single penny, even when you are overdrawn by up to £100.
Does it sound like a cheque account designed for someone like you? We hope so. In fact, we’d like you to sign for your exclusive Gold Cheque Account now – and claim all the benefits we’ve designed with you in mind.
You’ll find a simple transfer form with the accompanying letter. Please post it in the reply paid envelope provided.
P.16/17/18/19:
SIGN NOW FOR THE GOLD CHEQUE ACCOUNT
TERMS & C0NDITIONS
LETTER:
INTRODUCING THE GOLD CHEQUE ACCOUNT
Dear Mr Sample,
Your Royal Bank of Scotland branch manager has suggested that you are a customer who would benefit from our exclusive Gold Cheque Account.
This is a more flexible account introduced exclusively for customers such as yourself who have higher earnings or significant assets.
I’ve enclosed a leaflet with full details of the Gold Cheque Account and I would thoroughly endorse all the advantages it outlines.
However, may I take this opportunity to highlight the following benefits in particular:
•Enhanced spending flexibility – you receive a Gold Highline card, which is a combined Switch card, £250 cheque guarantee card and £450 a day ATM withdrawal card.
•The opportunity to earn maximum interest, with interest paid on your entire balance, and the optional automatic transfer of excess funds to a higher interest paying savings account.
• The supreme convenience of Direct Banking – you can make transactions of excess funds to a higher interest paying savings account.
• Greater security – your photograph and signature can be lasered onto your Gold Highline card.
• Eligibility to apply for our no limit Gold MasterCard, with the first year free of charge.
I’m confident you won’t find a more appropriate cheque account. Just complete the transfer form attached and return it in the reply paid envelope. It’s all very simple. In fact, we don’t even have to change your existing account number, or alter any direct debits or standing orders you may have.
If you need any more information, please feel free to call me direct on 0131 523 4733 or ask at your branch.
I look forward to receiving your transfer form and to introducing you to the exclusive benefits of the Gold Cheque Account.
Yours sincerely
Signatory
Head of Money Transmission Services
PS. These days benefits such as telephone banking and greater financial freedom are more important than ever. Just a few minutes spent completing a form now can give you these exclusive benefits – at no extra cost.