As a relatively regular Subway customer I take advantage of their loyalty scheme. Collecting points every time I go until I hit a certain point, usually 1,000 points. So seeing the heading “You’re close to double points!” gets me rather enthusiastic, leading me to opening the email. In addition to that the personalisation factor of having my name embedded within the content makes me feel valued. When clicking on the image it takes you straight to the Subcard website: https://subcard.subway.co.uk/cardholder/home_uk.html  

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