Direct Mail (Credit Card Offer) from Upstart

swiped by Swipe-Worthy in May 2016 from upstart.com

Upstart is a peer-to-peer lending service, focused on offering loans specifically to millennials based on their future career and earning potential. By evaluating...View More

Direct Mail (Credit Card Offer) from Upstart

Key Takeaways

  • Whenever possible, you should seek to set a deadline for your offer. Upstart uses their deadline & time-sensitivity to encourage urgent action throughout the entire letter. It's even stated on the envelope before you find out about the company & their offer.
  • It's clear that Upstart has three particular selling points that they address continuously. The first, of course, is based on their rates & loan amounts -- if they didn't deliver better on this than outside banks, their business wouldn't last. The other two selling points have to do with the online approval process. They point out over & over again, in a variety of ways that the process is "quick" ( takes just a few minutes) & "easy". Clearly, the process being long & difficult is a big point of resistance for their audience, which largely consists of millennials.
  • Definitely take note of their tagline "Let's end credit card debt. Together." "Together" is such an important word, it's given it's own sentence. Upstart wants you to know they're on your side & they want to help you. They're positioning themselves as the good guys who aren't like the big banks.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

Historical Screenshots

Visit the archives of this swipe's source URL or view past screenshots of upstart.com below.

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15 Annotations
Annotations
May 19, 2016

These visual aids break up & format the letter nicely, quickly summarizing their 3 key selling points: 1. their rates are the best (get debt-free faster) 2. It's a quick process & 3. It's an easy process.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

This question basically commands a yes answer. It's silly to say that you can't take a few minutes to save money when you're reading the letter in hopes of eliminating debt.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Continuing to mention the deadline while pointing out how little time it will take to take advantage of the opportunity.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

They relate to the reader immediately -- Upstart understands that "they're working hard & feel they deserve more". They're on their side & built something that can help them.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Immediately stating the offer & setting the tone. Even if you stopped here, you'd still be able to visit the site & sign-up. Note the use of "up to" -- even though you may only get $3,000, using "up to" allows the $35,000 to be mentioned on its own.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Their tagline. The power words here are "end" & "together". It signifies getting rid of something you don't want & not having to do it on your own.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

A phrase that commands attention, arouses curiosity and helps get the letter opened. By not including a logo or any other information, they are leaving the recipient completely void of clues & unable to judge it further.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Creating trust & credibility.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The bright turquoise background helps draw attention from the mostly white & grey letter.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Another mention of their tagline with "a path to get ahead financially" added above it.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

The process involves uploading documents online so it only makes sense that they direct you to their website.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Setting an expiration date to encourage urgent action.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Focuses on "easy" as well, but also impresses with a big dollar amount & relates to the common feeling of thinking you won't qualify for a great deal.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Like the copy we saw above, "quick & easy" is also a big theme in the testimonials -- it's an appealing theme when selling anything, but it's clearly very important to their potential buyers, especially for millennials who arguably have a shorter attention span online.

Swipe-Worthy
Swipe-Worthy The Founder
May 19, 2016

Note how the three testimonials come from different genders & ethnicities to relate to a variety of people. The younger appearance fits with their target audience.

Swipe-Worthy
Swipe-Worthy The Founder

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