Call to action

I received an email from the Royal Mail this morning containing the following text. Nothing more, nothing less.

Dear Dan,

Your Debit card Visa with card number xxxx xxxx xxxx xxxx will expire soon.

Thank you

The Royal Mail Group

(I obscured the last four digits of my debit (lowercase) card number for my own peace of mind.)

The card is registered with them to allow me to pre-pay for self-printed postage saving me many a Post Office line.

My main question is “so what?” What should I do about it? Where is the link inviting me to enter the details of my new card? Oh, and why are they thanking me for my soon-to-expire card?

No thought whatsoever has been put into the content of the email. Where is the call to action? And therefore what is the overall purpose of the email?


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