The mouse is mightier than the bulls As every investor / investment manager knows the bulls and the bears comprise the dominant forces that drive markets. Telling investors that “the mouse is mightier than the bull” piques their interest and gets them to explore the emailer.

The emailer, unlike most commercial spam emailers, is short and concise. The content presents BNP Paribas' e-banking platform in a very crisp manner (very important in an age of fragmented attention spans and especially relevant given the very short time periods available to premier customers whom we can safely assume are highly busy).

The customer is presented with two relevant Calls-to-Action (CTAs) – they may choose to take the site tour to explore the e-platform or through the “MANAGE PORTFOLIO” CTA they can dive straight into action!