From: JCPennySubject Line: Enjoy $10 On Us!
Date: Sunday, October 25, 2009
I received an interesting email from JCPenny. It's not the design that pulled me in, but the copy. Lots of retailers offer a reward card, so it's important to make yours stand out. I think there is a lot to learn from their example, including:
1. How is your offer different from what your competitors' offer?
JCPenny's competitors give reward cards or ask for your phone number in order to receive savings. But JCPenny's system saves you time & wallet space by attaching your rewards to any credit card you own & register online.
2. Keep the email short and to the point.
The copy immediately addresses why this offer is compelling and makes the points easy to scan by numbering the steps with short phrases. The copy could have gone on to tell about the rewards, but that would have lost my attention -- I can easily find that information by clicking through.
3. Make it Personal
The letter format was a good choice. It felt more personalized, and the same offer could have been easily lost in a designed message. I was not registered with the website, so they didn't have the option of including my name, but if I had, that would be an added bonus.
4. Do you have a final bait for the hook?
JCPenny throws in a $10 reward for registering your credit card for the program.
