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Friendly email example from Bank of America

We talk a lot about strategy here, and its worthwhile to see some real implementation examples periodically.  This is a real email sent to a colleague who had not logged in for a while to Bank of America online banking.

Its a good example of a friendly, relevant update.

From: “Bank of America” <bankofamerica@replies.em.bankofamerica.com>
To: aaa.bbb@ccc.com
Date: Fri, 20 Oct 2006 16:36:35 -0400
Subject: Can we help you with Online Banking?

This email was sent to you by Bank of America. To ensure delivery to your inbox, please add to your address book or safe sender list.

Bank of America. HigherStandards   Have questions? We’re here to help. 

Try Online Banking.

Sign in again    

Forgot your Online ID?

Forgot your Passcode?

You haven’t used Online Banking in a while. Is there something we can do to help you get more out of it? Simply call us at 1.800.933.6262 – whether you’ve forgotten your ID or passcode or just want someone to help you get started.

Call us or sign in again today to start taking advantage of all that Online Banking has to offer.

You can also take a look at our frequently asked questions. And rest assured, you’re protected with our Online Banking Guarantee.

Remember: Always look for your SiteKey(tm) before you
sign in.

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2 thoughts on “Friendly email example from Bank of America”

  1. I don’t know about this one. While many institutions try to close the gap between their signed up user base and their using user base — email may not be the best vehicle.

    I’d be just as inclined to view this as a phishing e-mail — especially with those links to login to online banking. Curious to see just how many calls and reports they had after the e-mail went out VS. the uptake on these inactive users logging in again.

  2. I am with you on the phishing and links point. I was more thinking about the tone, and target, but yes they should lose the links.

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