Comments on: Mythbusting For Financial Marketers: Email Isn’t Dead

By: Ray Parenteau

Ray Parenteau — Mon, 30 Apr 2012 16:35:11 +0000

Just a quick response to the above comments.
Stanley: you are correct in that email gives the power to the customer to delete and opt-out. That’s why you need to be relevant with your emails.

Mark: Sound list management requires discipline and commitment from all parts of the financial intitution. That’s why making email a strategic goal maqkes so much sense. Good data can drive relevant content so it all needs to work hand-in-hand.

Fred: Glad to see that your email program generates contact opportunities for you. If people opt-out subsequently, it could indicate that you should revisit what you are sending as follow-ups. Our clients are seeing annual aggregate opt-out rates of less than 3% – most of which is related to a change in institution.

Thanks for reading and for the feedback.

By: Fred

Fred — Fri, 27 Apr 2012 13:54:54 +0000

Soon after sending monthly emails prospective and current customers contact us. When we send out additional emails then people opt out.

By: Mark Arnold

Mark Arnold — Fri, 27 Apr 2012 13:49:06 +0000

You are completely on target. You alluded to two key points: database management and content marketing. Your e-mail marketing is only as good as your e-mail list. So be sure you are regularly updating and gathering those e-mail addresses. Also, marketers must remember to customize their pieces for the e-mail format. Simply cutting and pasting your newsletter article into an e-mail is not using e-mail marketing correctly.

By: Stanley

Stanley — Fri, 27 Apr 2012 07:08:07 +0000

IMO, customers prefer emails simply because with just one click of a button, they can delete it.