Today, I read an article titled "20 Things Financial Institutions Should Do (But Don’t)". It's the kind of article that seems like it was written just for you. Specifically, because of this part:
5. Email marketing
It's simply stunning how many financial institutions still don’t utilize email marketing tools. Even today, you still hear bankers say things like, “No, we don’t really collect people’s email addresses.”
It IS stunning. Especially given these statistics from Pew Research*:
- 94% of online adults use email
- 62% of online adults use email as part of a typical day
- Biggest online trend: “Certain key internet activities are becoming more uniformly popular across all ages.” This includes email.
- 38.5% of internet-supported mobile activity was on email among American mobile users
- 74% of online adults say email is preferred method of commercial communication.
- 63% of mobile email users check the account a minimum of once per day.
- In 2010 30% of total email time was devoted to commercial emails, compared to 17% in 2005.
When are you going to get into email? More importantly, how are you going to be heard above the din?
We're here to help with both of those questions.
Recently, DigitalMailer issued a whitepaper with helpful tips for email marketers. "Build a Better Email: Tips for Email Marketing Success" is free and available now over at DigitalMailer.com/Build.
To give you a taste of the helpful hints in this free whitepaper, we've included a few of them here. Give them a read:
#2 Divide your messages into numerous discreet programs
Rather than having a single all-or-nothing email list, create four or five sub-topics from which customers can select. Most users will select at least one, so you’ll have a way to reach most online consumers with service-related topics. As shown below, DigitalMailer clients offer up to ten different email topics to choose from.
#9 Don’t botch the FROM line
Although we see it less often now, the biggest email mistake is not including the financial institution’s name in the FROM line. It’s an absolute kiss of death for effectiveness, the equivalent of sending letters without postage. They just won’t get read.
#17 Think of mobile and tablets
How good does your email look on a Blackberry? How about on an iPhone? An iPad? Start looking into the display aspects of smaller, mobile screens. The Internet’s next evolution is, quite literally, in the palm of your hand.
#25 Explain why it was sent
Include a short statement as to why consumers are receiving the message, and how to opt-out or opt-in (for those receiving it from a forward). This typically works best in the footer of the email.
#30 Monitor message delivery
As the battle rages against spam, collateral damage to legitimate opt-in marketers is increasing. To make sure your messages get through, you should have two test accounts at each major ISP. One account set with filtering on, the other with filtering off. Even if your email vendor monitors delivery, we recommend test accounts as an added safeguard
*Editor's Note: The Pew Research Articles mentioned are:
Pew Research Center, 9/2/10 – Cell Phones and American Adults
“View From the Digital Inbox” 2011; data = primary research by Merkle and Pew 9/2/10
From Pew Research Center, 12/16/10 – Generations 2010