Email is one of the oldest and most essential tools in the digital marketing kit. For financial service marketers, it has become even more critical during the pandemic.
The Financial Brand recently interviewed Movable Ink’s Financial Services Strategists, Jackie Mattia and Elle Kross, on their best tips for email marketing during the COVID Crisis, including:
- Retention should continue to be a core near-term focus of email marketing for traditional checking, savings and credit cards. Brands that prove to be loyal partners now, will have an opportunity to deepen relationships in the future.
- Email can be a great tool for mid-sized and regional institutions that do not have fully developed digital service infrastructure to reach customers.
- A clear, simple and human tone in email is key to supporting customers.