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Top 8 Email Marketing Tips for Financial Services

Savings accounts, credit cards, loans – well these aren’t kinds of words that excite everyone. Rather finance is considered boring by many. However content can help to make things interesting for financial service providers. Content makes it easier to connect with customers and assisting in their journey with your business through emails. Planning an email marketing strategy for financial services is a tough task as these emails are a lot more professional than e-commerce emails. Financial services across the globe are implementing new ideas and strategies for winning more customers. In this article, we’ll be discussing the tips of Email Marketing for Financial Services.

Tips for Email Marketing for Financial Services

Here are some best email marketing tips to assist you in marketing your business:

1. Create a content-driven newsletter

Newsletters help in building new customer relations and nurturing the existing ones. Your weekly or monthly newsletter should be informative rather than like a salesperson desperately tries to sell his product. Your newsletter should engage your subscribers, Besides it should add to their knowledge. Be specific in your newsletter so that your customers should know what to expect from your brand.

Make sure you focus on the following points:

  • Add social media icons to the newsletter.
  • Make sure that the newsletter is a device responsive.
  • Make sure your newsletter does not contain too much text.
  • Don’t forget to add the unsubscribe option.
  • Test various layouts and formats that your subscribers would appreciate.

2. Use list segmentation

Segment your audience according to their preference or behavior, so that you can send them relevant emails. List segmentation helps you to connect with your customers at every touchpoint in their journey with your business. Segmentation helps you to send relevant emails to relevant customers or prospects at a specific time. You can segregate your email list based on the customer’s busying frequency. You can also make a list of active subscribers and the inactive ones to target them accordingly.

3. Keep it simple

Keep your email simple and up to the point. Always focus on delivering your key message in the most efficient way possible. Make sure you follow the following points:

Subject lines –

Make sure your subject line grabs the recipient’s attention. Keep your subject line short and precise. Use personalization and try creating a sense of urgency.

Call-To-Action Buttons –

Place your CTA’s evenly in the email. CTA’s are your final instructions to readers. Play with words so that they have an impact on your customers.
Create personalized actionable CTA text. Besides this, place your CTA button in the right position with the right color and optimized across all devices.

Call to Action Buttons

4. Don’t forget the mobile

Do your emails look good when opened on a smartphone or tablet? Well, make sure they do. Because according to market research, emails that are not optimized for mobile devices and get deleted by around 80.3% of users. Responsive emails help to increase user engagement and click-through rates.

5. Personalize your emails

Personalization in emails has gone beyond the subject line. Personalization in emails is done by using the available subscriber data within the email content so as to make the content tailored for a particular subscriber.

Here are some tips for personalization in emails:

  • Build customer personas based on their behavior and purchase history to give your subscribers a personalized experience.
  • Make the right use of location and time. Test your emails to know what date and time well for your brand.
  • Setup automated behavioral triggered emails to contact your subscribers at all available touchpoints when they are in the sales funnel.

6. Create Workflows

Reaching out to customers at the right time so that they are led to purchase is our ultimate marketing goal. Whenever you get in touch with customers at different stages a sequence of steps is created. These steps are called email workflow which encourages the customer to repurchase. These workflows engage customers at different touchpoints through a sequence of emails that are automated which saves the marketer’s time.

7. Artificial Intelligence and email marketing

Artificial Intelligence is the future of email marketing. It is now being used in A/B testing, in optimizing the subject line, sending time and frequency so as to create an engaging email which the customer receives at the right time. AI offers detailed campaign analytics and can improve the performance of the campaign by providing better account insights. It helps to identify new customers and engage the existing ones. It helps to know the customer’s behavioral pattern and assist in creating an in-depth buyer persona.

8. Test Test Test!

Keep testing your emails for subject lines, images, content, call to action button to improve your click-through-rates, open rates, and engagement.


Simplifying the complexities linked with finances through content can work wonders for financial service providers. Add a colorful image to the exciting copy, and you have the perfect combo to impress your subscribers. While emails help to put your business on top of the mind of your prospective customers, they aid in creating a lasting relationship with existing customers.

Use Countdown Timer for Emails to drive urgency

Countdown Timer is a live updating timer you can add in your email. A countdown timer for emails uses features that make it easy for marketers to create a sense of urgency for limited time offers. Also, it let subscribers know exactly how long they have to take action.

It’s simple to use, super-fast and doesn’t require any coding on your part. Add the content block like any other within the drag-and-drop email builder, set the expiration date and time, you’re ready to go.

What is Email Countdown Timer?

An email timer is technically an animated GIF that counts down a specific time in the future. In simple terms, we can say that it is the use of a timer in email for an upcoming event.

The ultimate goal of the countdown clock is to make email readers act on the spot so that it doesn’t let them postpone for taking action. To create urgency among customers at a time when there is a product launch, deadline for booking your spot, or end day of sale.

You can use this kind of timer in email as you can see the above image.

countdown-timer-for-emails
Countdown Timer for Emails

Best Practices using Countdown Timer for emails

1. Drive urgency with care

Don’t use a countdown timer in every email. If you do that, your subscribers will grow weary and will come to think that your email marketing as gimmicky. Instead, only use urgency tactics if you have a deadline– or decide to share those deadlines sparingly.

Remember, urgency marketing is not at all marketing.

2. Be Clear

Anytime you have a marketing campaign, clarity is always a goal–but it’s even more important when using Countdown. You’ll want to be sure you are crystal clear about what event or deadline you’re counting down to.

If not, you’ll just frustrate your subscribers so you’ll not able to see results you are looking for.

3. Keep it above the fold.

If you use Countdown below the fold, you’ll send a mixed message. If the deadline isn’t important enough to be the very first thing in your email, what is it doing there at all? It goes back to the first point: You only want to emphasize the urgency. If you really mean it, and if you really mean it then you’ll want the countdown timer to being the first thing in your email.

The main message is urgency, so keep your timer above the fold to attract the most attention and focus from your subscribers.

4. Keep your CTA close by and make it strong.

Emails that drive urgency typically have an increased click-through rate, so you’ll want to have a strong call to action and in close proximity to the timer.

Because you want to make it as easy as possible for your subscribers to visit your site and convert. Don’t make them go searching for the CTA button. Instead, keep a clear, actionable CTA right by the countdown timer to increase your click-through rate even more.

5. Don’t mix your messages.

You don’t want to overwhelm your subscribers. So when you add a dynamic element like Countdown to your emails, make sure it’s the prime focus of the entire message. In order to avoid giving your subscribers motion sickness, minimize the moment in your emails. And don’t include any other animated GIFs.

6. Test, test, test.

Testing is key when it comes to optimizing your emails. Use A/B testing feature to test two variations of your email to see which one works best: one version of your email with Countdown, and one without.

This will help you see which version works best and prove the value of implementing Countdown in your emails along with these practices.