Editor's Note: This post was drafted three days before Thanksgiving (24 Nov 2014), but inadvertently never published. But the technique cited can be used any time of the year. So without further ado.....
Capital One 360 continues the tradition of Black Friday banking promotions used by its predecessor ING Direct (previous posts). The direct bank unit of Capital One sent its first promotional tease three days before Thanksgiving (Monday afternoon, 24 Nov 2014). It simply said to watch the site for specials beginning after midnight (Eastern Time) on Thanksgiving night.
The bank has been using a similar direct-marketing technique for years. But this year, I noticed one small improvement. The bank makes it easy for readers to load a reminder to their calendar with a single click (supports Gmail, Outlook, Yahoo, iCal).
Bottom line: Calendar integration is a nice touch and something that financial marketers could use whenever there is an upcoming deadline such as sweepstakes, offers, seminars, webinars. It could also be used to help customers remember payment or application deadlines.
Capital One 360 Black Friday countdown page (link, 24 Nov 2014)
Black Friday email teaser (24 Nov 2014, 1:30 PM Pacific Time)