BBVA is a bank holdings company, which is headquartered in Birmingham, Alabama. BBVA offers a wide variety of products and services such as checking and savings accounts, mortgages, credit cards and more. Today in the mailbox was a direct mail kit for BBVA’s ClearPoints credit card. The DM (direct mail) kit includes four items: an outer envelope, offer letter, 2-sided buckslip and terms & conditions letter.

The highlighted feature of this piece to increase open rates unfortunately can’t be seen, but instead felt. The reason why this DM kit is featured for today’s Direct Mail Everyday post is because of the thickness and weight of the kit. The buckslip paper stock is a heavy and thick point size. Combined with the increased length of the letter and a separate terms & conditions pamphlet, this DM kit has some weight to it.

Generally speaking, when you browse through your stack of envelopes from the mailbox, a thicker and heavier mail piece tends to have more open rates than a kit that is thinner and less heavy. This has everything to do with psychology, and the way the people perceive the value of weight and robustness.

I would also like to point out that this DM kit also has a great offer. In the order of contribution, key direct mail response drivers are: list, offer, copy, design, format and season. Without a great offer, the credit card advertisement alone could be a tough sell. BBVA offers a 0% intro APR for 13 months and also has a $100 account credit. You won’t know the full details based on only reading the outer envelope, but that is a great direct mail tactic to also increase open rates.

On the back of the outer envelope you will notice they also offer double and triple rewards points on select earning categories. These additional offerings on the envelope back could increase open rates because of the heightened level of intrigue to learn more.

The last item I want to point out is that the letter features a clear Call-To-Action. Towards the bottom of the letter, highlighted in a light blue rectangle are the Call-To-Action items. There is a reservation code, which increases the level of personalization since this is specific per person. There are also 3 ways to apply: via website, phone call or in person at a nearest BBVA branch. Giving the person 3 different ways to apply makes it much easier for any age demographic, and allows them to choose the most convenient method.

All-in-all, the BBVA ClearPoints credit card pre-qualified direct mail kit is a very robust kit. I wouldn’t doubt that data results show this kit performing well in the mailbox.