Prime Time for Amazon’s Credit Card

All credit card direct mail pretty much looks the same, right? You have an envelope, a letter, and a buck slip or two – all with copy promoting special interest rates, balance transfers, and rewards. And of course, lots of boring mousetype with terms and conditions.

A recent mailpiece by Chase for Amazon, though, flips the script. Besides mailing with a refreshing format, it banks heavily on the power of that retail powerhouse’s brand name in this eye-pleasing acquisition campaign.

A Credit Card Self-Mailer Campaign?!?

The 5.5”x8.25” simple tri-fold opens vertically with its inside sealed by 3 glue spots. All 6 panels have headlines, copy, images, and graphics set against a bright blue background. At the center of the front panel is a showcase of several items, including Nike Air shoes, a vase, and a drone. Above offer details, the headline dangles a big incentive for the Amazon member: a $200 gift card. For prospects ready to act, a QR code sits in the right corner along with an image of the card.

An earnings chart in the first interior spread lays out more about rewards for specific categories; the entire bottom panel goes a step further by showing 3 meal pictures to illustrate money back from meal purchases.

The next spread inside adds other reasons for accepting the card, such as cash back earned on travel. Also, the logos of popular brands like beats, fire tv, and Sony call attention to bonus money for specific purchases made on Prime Day in July.

And that mousetype? Most of it appears on the address side, with a directive to apply for the card through the “method provided” for the specific details.

All About That Brand

In affinity marketing, a financial institution partners with professional and alumni associations, non-profit causes, and airline rewards programs (among others) to offer financial services marketing to their members. Here, Chase targeted Amazon customers with an offer for its Prime Visa credit card. (By the way, this information is disclosed in a note next to the address area on the mailing panel.)

Unlike some of those examples I named above, this Amazon campaign really taps into brand awareness and loyalty to engage its customers with this offer. In addition to the Prime Day bonus for purchases – including products part of its own family (kindle and fire tv) – the copy also references purchases made on the Amazon website, Whole Foods Market, and Amazon Fresh as eligible for unlimited cash back. As a retailer with diverse customer base, Amazon has a lot of touchpoints to capture share of customer from other financial services providers and deepen their trust at the same time.

Why This Mailer Made Our Inspo Collection:

This piece earns its spot in our Inspo Collection because Amazon and Chase aren’t afraid of reaching potential cardholders in a different way than other card efforts. Based on my experience, I’d estimate that well over 95% of these campaigns have been mailed in envelopes. Some people have always had concerns about financial services offers going through mail and their privacy being protected.

This piece more closely resembles offers for a savings or checking account mailed by a bank or credit union. Those are typically folded self-mailers with a design sense that Amazon seems to be following here. Instead of a letter with big blocks of copy, this style uses short headlines and paragraphs, as well as earnings charts, and images of merchandise. All of these differences allow for easy scanning that helps the reader understand the offer and move towards acting on it.

So, the big lesson might simply be: When everyone else in your niche zigs, try zagging. When you’re marketing a service or product that’s similar to what others do, lean on your reputation, your history, your brand … whatever, to differentiate yourself in the mailbox and other channels. And do it wisely.

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