Contrary to what seems to be popular sentiment on the internet, I actually like advertising as long as it is not overly intrusive, has some form of relevance to things/services I am interested in and is not spammy. As a result I don’t at times unsubscribe from promotional mailers sent to me by various companies and in certain cases I do actually check out most of the offers. Of the many that I subject myself to, I like the efforts of both ICICI Bank and Ebay. So I figured it will be a good idea to track one of these companies for a month to check for volume for and quality. Below is the list of mailers ICICI Bank has sent me through November:
Nov 30: Refer iMobile to 5 friends and get Rs. 500 Nov 30: Just activate iMobile and get a Free Voucher worth Rs. 500 Nov 28: Get 5x reward points for online recharge of Mobile, DTH and Data Card Nov 27: Get 5x reward points for online recharge of Mobile, DTH and Data Card Nov 25: Special Privilege: Rate of Interest now reduced on your ICICI Bank Credit Card Nov 23: Refer iMobile to 5 friends and get Rs. 500 Nov 20: Get a Gift Voucher worth Rs. 500 just for activating iMobile Nov 20: ICICI Bank presents Home Loans at fixed rate of interest for the first 2 years Nov 18: Discovering Malaysia is now 5X more rewarding Nov 16: Prepaid Mobile Recharge at your fingertips! Nov 16: Count on us to cover your medical expenses, with the Family Protect Premier Insurance! Nov 16: Money Manager Nov 14: Rs 100 off on tickets Nov 14: Presenting Culinary Treat - Minimum 15% savings on dining Nov 12: Personal loans Nov 9: Cashback travel vouchers Nov 8: Redeem payback points Nov 6: Activate imobile Nov 2: Get Rs 500 Cashback Travel Voucher by spending on your ICICI Bank Debit Card Nov 2: Get 3 exciting gifts absolutely FREE just for activating Internet Banking!
- 20 mailers in a month are a few too many for my liking.
- They don’t seem to do much of a finely tuned campaign. I am already using imobile, same is the case with internet banking.
- Quite a few repeats.
- The tracking is sub-par
- Copy quality is average
- 23 mailers in all of November, 2011
- A lot of effort is put into the creatives, they are really well done. Copy quality is also good.
- They are pushing deals/offers really hard. Not surprising, since they seem to be flavour of the current boom (or bust).
- The tracking is meticulous on the campaigns. Opens and clicks are tracked, I am assuming so would be
- Other than offers/deals, most of the mailers are content initiatives. They categorize existing items on the site.