Using Email Marketing to build customer loyalty in banking is critical in any strategy that wants to achieve good results. Email marketing is one of the most effective forms of communication in existence today. For the banking sector, it is very important to have fast, direct and simple systems for interacting with its customers.
The banking sector moves millions every day, so it is essential to maintain effective communication between the brand and customers. Email marketing to retain customers in banking has a lot to do with trust, the same trust that users leave behind when they deposit their money in these banks.
Email in banking is about creating important interaction, strengthening ties, generating closeness and credibility. Keeping the customer informed about everything going on with your company is critical to cultivating the relationship. Likewise, it offers an important position in people’s minds.
Advantages of email marketing to retain customers in the banking industry
If you want to attract new customers or strengthen the relationship with those who are already part of the brand, Email Marketing to retain banking customers is key. Email is the best ally for banks as it enables direct, personalized and private communication.
A.- Attracting new customers: email marketing to retain customers in the banking industry
Not all contacts in a database are customers, but if a good Email Marketing strategy is executed to build customer loyalty in banking, those contacts can be converted into real customers. A very effective way to do this is to select a certain type of campaign and have each piece play a different role.
Welcome communications can serve to warm up and get closer to the end user. For their part, information campaigns serve to publicize the opening of new branches, financial services, new products, etc. Special dates in the year are also important and can be taken advantage of.
B.- Building customer loyalty
Even more important than attracting new customers is being able to retain existing ones. Keep in mind that it takes far more resources to attract new consumers than to try to retain existing ones.
To build customer loyalty, you simply need consistent, valuable, interesting content tailored to each recipient’s profile. Email marketing to retain customers in banking allows you to build a long-term relationship with consumers.
C.- Measuring results in real time.
Email marketing to retain customers in banking is characterized by its measurability or what in other words would be its ability to measure results. Constantly evaluating the shipments you make of emails will let you know how a marketing strategy is working.
D.- Customize your dispatches
In the world of Email Marketing, there is nothing worse than receiving an email that people are not interested in. Personalized emails have been proven to have a better open rate than those that are not. To create personalized emails, you must first study and segment your databases.
Criteria for segmenting a contact list can be age, gender, geographic location, interests, etc. Being able to include the name of subscribers is important for Email Marketing to retain customers in the banking industry, as it provides relevant information.
E.- Increase the reach of offers.
If you have a good email marketing strategy to retain customers, it is important that all subscribers have access to it. It is estimated that more than half of the emails received are opened from mobile devices. For this reason, emails need to be optimized.
Why Email Marketing is Essential for Banking
Email marketing to retain customers is critical as it provides vital and relevant information about the status of your bank account, new products or services, alliances, etc. Important points of Email Marketing include the following:
- Financial customers check email every day.
- The cost of Email Marketing is quite low in relation to the benefits it offers.
- Email offers the opportunity to automate and l sales cycle, increase Web site traffic, and cultivate useful content for your audience.
- Creative campaigns help break the monotony of the financial industry.
- It serves as a direct means of communicating with target audiences, and you can access a lead with a single click.
- More shares and alliances are formed with other sectors of the economy.
- The overall user experience is improved.
- Sales and loyalty gradually increase.
Email marketing tips for building customer loyalty in the banking industry
Getting the attention of potential customers is the key to later trying to retain these people through email marketing. The following are some tips that will help you get good results and gain the trust of your customers.
1.- Strategy first
To have at hand an email marketing strategy to retain customers in the banking industry, it is necessary to brainstorm to determine which ideas will yield good results. Among these, one that stands out is the analysis of the brand’s strengths, threats and weaknesses.
You need to differentiate yourself from the competition, and for that, you need to know for sure about the company, the competition, and the market.
2.- Brand personality: email marketing to retain customers in the banking industry
Finding a tone that fits the personality of the brand is important and one of the essential steps in an Email Marketing strategy. The voice should be honest, authentic and transparent. Financial services anywhere in the world should inspire trust and peace of mind.
In these times it is more important to be close and engaged with the people who are part of a brand than to show a remote, inaccessible, sober or overly corporate stance.
3.- Have an attractive design
Creating an eye-catching design that goes hand in hand with the brand is essential. Getting users’ attention is critical, and infographics can serve this purpose perfectly, as they explain all the ins and outs of a program or financial strategy in a visual and easy-to-understand way.
You can also use Email Marketing to create tutorials to advertise a new service. The most important thing is not to sound boring. While it is true that some people know about the topic, others know little about finances.
For example, if the audience you want to reach is younger and not as interested in saving money, you can create an Email Marketing strategy to retain customers with a more informal tone, but showing them the benefits of saving money.
4.- Interesting but transparent
Using attractive arguments is essential but never misleading, much less within this sector of the economy. Misleading offers generate rejection and are a blow to the corporate image of brands at all levels. An important point here is to leave the standards of each service or product in lower case letters within emails.
Companies in the financial sector are both educators and service providers. Most people are confused when it comes to financial matters, and email marketing for customer loyalty is an important source of educational information.
5.- Personalized and closed emails
Creating personalized content will enable the company to reach people more efficiently. Being close to people is vital, but you must have courage, patience and a close relationship. Therefore, segmenting database lists well provides good results.
For example, you can create a personalized newsletter for the press, a much more generic one for the environment, regulations, etc. You can create another list to attract customers and another to capture the attention of nearby customers.
6.- Create content for mobile devices
The use of mobile devices is increasingly widespread in all parts of the world. Therefore, it is necessary to have Email Marketing strategies to retain customers in banking adapted to these devices.
Therefore, optimized content must be created so that it can be viewed properly on cell phones such as charts, statistics, analytics, summaries, accounts, etc.
