Answer:
Two ideas come to mind, one old and one new.
First the old. Statement stuffers. Adding pizza coupons or some other type of discount coupon allows the business to track the success of the program. Your bank though has to add them to mailed statements, perhaps image them for e-statements and in the case of the former, pay some postage.
A newer e-statement/e-banking ad involves the use of behavioral data. Some vendors will have programs for this. As an example, your customer may have several charges on a debit card from McDonalds. When they view their online statement they see in the statement a coupon for a something from McDonalds. Participating vendors make it very easy in that your customer clicks they want the coupon. On their next visit, the coupon is automatically activated. Your customer does nothing else. They don't have to print or retain anything or join a program.
You do need to ensure that privacy rules are followed and some customers may object to these e-coupons. But banks looking for revenue are looking at these types of programs more and more. Many customers welcome them as it is "something for nothing" and at a business they already frequent.
First published on BankersOnline.com 1/31/11
print
share