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  • American Express

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    Leonardo
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    This letter was mailed by American Express for over 12 years and challenged 150 other letters before becoming very successful. It was mailed to over 280 million people and projections showed that the credit card signups due to this letter generated over $1 billion in charges. The letter uses a promise of exclusivity to prospective cardholders and focuses on the benefits of prestige and wealth that the card provides rather than specific features. It asks readers to sign up for the card more than once.

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    15. American Express

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    This letter was mailed by American Express for over 12 years and challenged 150 other letters before becoming very successful. It was mailed to over 280 million people and projections showed that the credit card signups due to this letter generated over $1 billion in charges. The letter uses a promise of exclusivity to prospective cardholders and focuses on the benefits of prestige and wealth that the card provides rather than specific features. It asks readers to sign up for the card more than once.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    1 views2 pages

    American Express

    Uploaded by

    Leonardo
    This letter was mailed by American Express for over 12 years and challenged 150 other letters before becoming very successful. It was mailed to over 280 million people and projections showed that the credit card signups due to this letter generated over $1 billion in charges. The letter uses a promise of exclusivity to prospective cardholders and focuses on the benefits of prestige and wealth that the card provides rather than specific features. It asks readers to sign up for the card more than once.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    American Express Letter #17

    — Overview —
    This letter mailed for over 12 years. One hundred and fifty letters challenged it before it ever got beat.
    It mailed to over 280 million names. Projecting the volume of charges made by American Express card
    members signed on due to this letter, you have another “billion dollar letter.”

    This is an
    effective
    use of the
    “Velvet
    Cord” — a
    promise of Note the
    exclusivity. simple
    structure.
    The writer
    makes a big
    promise, then
    goes right into
    the benefits.

    Page 124 AWAI Direct Mail Hall of Fame


    American Express Letter #17

    This letter is a
    great example
    of benefits over
    features. The
    writer shows
    us how the
    card gives
    holders wealth
    and prestige.

    Ask for the


    order more
    than once!
    Good job.

    AWAI Direct Mail Hall of Fame Page 125

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