Email marketing is a powerful tool for financial institutions, but high unsubscribe rates and deliverability issues can limit its effectiveness. To maintain a strong connection with your members/customers and ensure your messages reach their inbox, follow these best practices.
1. Personalization is Key
Generic emails could be ignored or marked as spam. Using personalization techniques such as including the recipient’s name, referencing past interactions, or suggesting relevant financial products based on customer behavior makes emails more relevant and valuable.
2. Segment Your Email Lists
A one-size-fits-all approach doesn’t work. Grouping customers based on demographics, financial behaviors, or the products they use allows for more targeted messaging. When emails feel customized, customers are more likely to increase their engagement activity with the message, which improves your spam filter rating.
3. Engage Through Interactive Content
Adding interactive elements such as surveys, polls, or feedback forms can foster engagement and help build a stronger connection with your audience. You have easy access to building and linking these forms within your Digital Communication platform. This approach makes people feel heard and valued.
4. Avoid Spam-Triggering Keywords and Formatting Issues
Certain words and phrases can trigger spam filters, causing your emails to land in the junk folder instead of the inbox. Avoid using:
- Excessive use of words like “free,” “guaranteed,” “no obligation,” “risk-free,” and “urgent” in subject lines or body text.
- ALL CAPS, excessive exclamation points (!!!), and misleading subject lines.
- Large images without enough text (spam filters may flag image-heavy emails with little content).
5. Tips to Improve Deliverability:
- Encourage recipients to add your email to their contacts to improve inbox placement.
- Monitor email engagement rates and adjust content accordingly to maintain high deliverability.
By following these best practices, financial institutions can improve engagement, reduce unsubscribe rates, and ensure their emails reach their customers’ inboxes. Keep testing, analyzing, and refining your approach to maintain a strong and effective email marketing strategy.
Need help optimizing your email strategy? Our team is here to assist!