You’ve probably seen the emails. Or the YouTube thumbnails. Or maybe even the push notifications from apps you follow for the latest in points and miles.
“One of our favorite business cards is offering its biggest-ever welcome bonus.”
“This top travel card just launched its best offer in nearly four years!”
“This newly revamped personal card is offering its best welcome bonus ever.”
It’s Not Just About the Click (Though That’s Part of It)
Let’s get the obvious out of the way: many websites and influencers earn money when you click their links and get approved for a card. So yes, keeping the card name out of the headline or subject line encourages you to visit their site first.
But if that were the only reason, people would be calling it out as bait-and-switch. The truth is, in many cases, they have to do it that way.
The Strange World of Affiliate Marketing Compliance
Most major credit card issuers work with affiliate networks or third-party marketing platforms to distribute their offers. These networks have strict advertising rules that participants must follow, especially when it comes to naming specific products in emails, social media posts, and video titles.
In many cases, affiliate agreements prohibit bloggers or influencers from naming the card outright in any public-facing content, unless the content undergoes a formal pre-approval process (which can take days or longer). That’s a problem in an industry where new offers can come and go quickly.
Instead, creators are told to use vague language—“a popular travel card,” “one of our favorite business cards,” “a premium card that earns flexible points.” Once you click through to the blog or video, they’re allowed to show the offer and name the card in full detail on that landing page.
There’s Also a Strategy to the Mystery
Even when it’s not required, some creators intentionally skip the card name in the title or subject line as a way to build curiosity and drive engagement. This technique, known as the “curiosity gap,” has long been used in marketing and media.
Think: “You’ll Never Believe What This Credit Card Is Offering Right Now” versus “The Amex Platinum Now Offers 150K Points.”
The first one makes you want to click. The second gives you all the info upfront—and you might scroll past it, thinking, “Meh, I already have that card” or “I saw that offer yesterday.”
So, Is It a Bad Thing?
It depends. If you’re on the receiving end of one of these emails or posts, it can feel a little frustrating—especially if you’re already familiar with the card market. However, for newcomers, it’s a way to learn more about the product in context, rather than making snap judgments based solely on the name.
And from the creator’s side, it’s a tricky balance between staying compliant, earning revenue, and still providing helpful information.
The Bottom Line
If you’ve ever rolled your eyes at an email that said “This Top Travel Card Is Offering 350,000 Points!” without naming the card, now you know—it’s not just clickbait. It’s usually a combination of affiliate rules, marketing strategy, and timing pressures that make it easier, and sometimes necessary, to keep the name a mystery… at least until you click.
And yes, we occasionally include referral links too. They’re not part of a major affiliate network. But if you ever choose to use one, we truly appreciate it—it helps keep the site running and supports our work. If you’re curious about where we draw the line with that kind of thing, check out The Things I Will Not Do For Your Mileage May Vary.
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This post first appeared on Your Mileage May Vary
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