How Hybrid ESPs Can Help Banks Evolve

How Hybrid ESPs Can Help Banks Evolve

Every marketer has faced challenges when creating what they hope to be successful email programs. For those working in highly regulated industries such as banking, those challenges can often seem like mission impossible.

The many and changing regulations that govern banks apply fully to their marketing departments. And while email marketers have been able to work around those regulations to create amazing work, many still struggle with getting the data they need and using it to send highly personalized marketing messages.

But banks have a lot going for them when it comes to marketing. They have a LOT of first-party data on their customers. Moreover, new technology is emerging that could give banks the connection they seek, while maintaining the highest level of security.

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Mobile Email Engagement Is On The Rise

Mobile Email Engagement Is On The Rise

Email marketers making plans for upcoming campaigns should take a closer look at mobile.

In analyzing open and click rates from our enterprise customers between Q1 2015 and Q4 2016, we’re seeing signs that consumers are becoming more comfortable opening email marketing messages and engaging with offers from their smartphones. Over the past two years, the percentage of email opens on desktops have declined, while the percentage of overall opens happening on smartphones has gone up about 7%. Smartphone click rates, which were a fraction of overall clicks at the beginning of 2015, are also significantly higher. More clicks are now happening on smartphones (47.5%) than desktops (41.7%).

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Achieving Email Marketing Success In 2017

Achieving Email Marketing Success in 2017

As we move into 2017 marketing executives and departments are busy finalizing their strategic plans for the coming year. Their email marketing efforts are likely front and center as continue to show that email is the most dependable way to reach customers and has the highest return on investment.

Still, much of email marketing success is tied to how personal and responsive marketers can make their campaigns. The companies moving closer to a 1-to-1 experience for their customers are the ones seeing the highest returns. Successfully personalized email campaigns get the responses, clicks, and conversions companies want – and quickly propel numerous other goals such as customer retention, engagement, new customer acquisition, and brand awareness.

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