Build On What Is Already Working

When financial services marketer ING Direct wanted to launch a new checking account product – called Electric Orange – last year, it looked no further than its three-year direct-mail control for its Orange Savings Account.

Stealing smart from itself, the online bank developed a #10 envelope campaign for Electric Orange that leverages its branded color platform as well as several successful elements from its Orange Savings Account control. These include a bar chart that helps prospects immediately visualize ING Direct’s value proposition and a series of FAQs that address the typical concerns prospects have when considering doing business with an online bank.

The mailing incorporates graphics on both the letter and a buckslip. “I think consumers process information much easier when it comes to images as opposed to text,” says Todd Sandler, ING Direct’s head of deposit services. “We wanted to make it easy for consumers to understand how simple it actually is to start earning more.”

Of course, ING Direct doesn’t skimp on the text either, knowing that a new product requires more explanation. And it’s important not to overlook the percentage of the population that prefers text to images.

The overall message for financial services firms is that consumers don’t have time to wade around in your packages figuring out how your deal adds up. Do the math for them in the form of charts to help them get to “Yes, I want this” more quickly.

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Published: June 10, 2008

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