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.
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.