Comments on: Direct Marketing Clinic: Chase Mailer Pros & Cons, Tips & Tricks

By: Guess Where Banks Are Sticking Their Fine Print Now? | TIME.com

Guess Where Banks Are Sticking Their Fine Print Now? | TIME.com — Wed, 12 Dec 2012 22:30:12 +0000

[...] financial trade publication recently conducted a case study of a direct-mail marketing brochure that included a “coupon” offering new account holders a [...]

By: Compliance Isn't the Problem — People Are the Problem | Financial Marketing Insights

Mon, 10 Dec 2012 12:33:02 +0000

[...] Here’s the link to The Financial Brand article, Direct Marketing Clinic: Chase Mailer Pros & Cons, Tips & Tricks. [...]

By: Joe Swatek

Joe Swatek — Wed, 28 Nov 2012 19:50:14 +0000

As a copywriter for a large number of financial institution clients, I run into dictates from compliance people all the time. Because we have our own corporate legal counsel review our general copy and creative policies, I’m confident my copy will pass the test of any industry regulatory group. It’s frustrating, then, when a client’s compliance officer comes up with some other interpretation of a rule. And really, that’s all it is. An interpretation. I’ve seen them go so far as to dictate where obscure commas should be placed.

While I stand by our creative, often the marketers at the clients’ offices are afraid to stand up to the compliance people. I suggest any marketing professional should ask the executives to back them on any position against truly ridiculous compliance directives. Collect samples of other promotions that back up your assumption. After all, those printed materials passed by some other compliance officer. You can bet the Chase Bank compliance department okayed the idea of placing disclaimers behind the coupon. Our corporate legal counsel will take time to help to our clients when a sticky issue comes up. If you have access to outside opinions, take advantage of them.

By: Editor

Editor — Wed, 28 Nov 2012 19:01:18 +0000

That’s ridiculous, Christian. “Good” is a highly subjective adjective (your regulator used the less accurate term “vague” to describe this adjective’s subjectivity). Subjective language — also known as “opinion” — is free and protected speech in the U.S. Does the FDA shut down Taco Bell for calling their food “tasty?” No. A regulator is there to protect people from claims that are clearly, objectively misleading (like Taco Bell’s use of “beef” on non-beef products), not clamp down on any/all subjective, ambiguous marketing claims. Your regulator should be able to control how you use the word “free,” and what type-size disclosures appear. But who the heck are they to say whether your offer is “good” or not? That you have “great” rates or not?

By: Christian Burke

Christian Burke — Wed, 28 Nov 2012 18:18:53 +0000

This brings up a great discussion point for agency and in-house folks regarding marcom in the new regulatory world. As a creative, I regard this as a wonderful example of tried-and-true approach to designing effective direct mail … as the in-house creative director for a regional community bank, virtually every feature of this piece would be shredded by my compliance officer as a UDAP violation. F’geddabout the no-no of “hiding” disclosures, our regulators have even challenged us on using the word “good” as vague and misleading. Would love to hear if anyone else is jumping these particular hurdles.

By: Steve Bieber

Steve Bieber — Wed, 28 Nov 2012 15:48:36 +0000

In the case of the CHASE mailer above, the offer is not pre-approved or otherwise exclusive to any one person, so the “Our Neighbor” salutation is a better way to address the piece.

Lists are never perfect. By using “Our Neighbor” you need not worry about misspelling a name, and you also ensure that the mailer gets delivered even if the intended recipient has moved.

You want to be as inclusive as possible with your offers.

By: Dale Filhaber

Dale Filhaber — Tue, 27 Nov 2012 16:25:15 +0000

Do you think the “Our Neighbor” salutation is as responsive as using the actual appropriate decision maker’s name?

By: David Gerbino (@dmgerbino)

David Gerbino (@dmgerbino) — Tue, 27 Nov 2012 11:37:17 +0000

Thanks for the great dissection. Your point about the hidden branch instructions is a good idea. Most of the Citi offers I get do the same thing. I find the use of traditional direct marketing techniques (you called tricks) refreshing. They have worked for decades and still work today.

@dmgerbino