Email Marketing in Banking Has Changed: Answers to Key Questions

Read the original full report from the Financial Brand here.

Here is a brief summary of the article:

• Email is still an effective marketing tool for financial institutions, with above-average open and click-through rates.
• The number of emails a bank or credit union sends per month is not as important as the relevance of the content and the quality of the email design.
• Financial marketers should personalize emails using data they have about each customer.
• Emails should be short and to the point, and they should focus on one topic.
• The subject line is one of the most important parts of an email, and it should be clear and concise.
• Avoid using images in emails unless they are necessary.
• Use email marketing to provide guidance and answer questions that customers may have.