Home Equity Line of Credit End of Draw Email

Empowering homeowners with fast and flexible funds   Many homeowners take advantage of a home equity line of credit or HELOC to get funds for a wide variety of needs. The challenge: Homeowners can only access funds for ten years. Bank of America wanted to let eligible homeowners know that they can renew their borrowing power by opening a new HELOC with a new ten-year borrowing period. Previous email campaigns had resulted in solid responses.   As always in an email, the goal is to grab attention and communicate succinctly. We start with a strong headline letting clients know they can renew their borrowing power, with a simple animation to spark ideas about how they might use their HELOC funds for home improvements, education and more. A brief thank-you for being a client and an invitation to apply leads them to the application button.   Clients who want more information can easily scan the key benefits of the offer, including a special rate offer, $0 application fees and closing costs, and the ability to carry their old HELOC balance into their new account. To top it off, since the amount of equity a homeowner has is critical to their decision, we include an easy link to our home value estimator. A clear solution for clients who want continued access to funds.

From the original award submission.