Many eyes in the banking and financial services industry are looking at a swarm of Fintech (aka “Financial technology”) startups that have new approaches to how they do business, and how they engage with customers.
While much of financial marketing over many decades has been based upon the idea that consumers want the companies that control or advise them on their money to be stable, trustworthy and, to a certain extent, boring, these new companies aren’t playing by that old book. Buoyed by a recent rash of scandals in the banking industry, new players are looking to pick off disillusioned people who want a better, more personal experience with their bank.
It was because of you, the enterprise marketer, that we were inspired to push forward with our recent webinar, “How Legacy ESPs Have Failed Enterprise Marketers.” We’ve heard so many stories on the phone and the road over the past several years, talking to marketers who are endlessly frustrated as they find that not only does their ESP seem not to be built around how they need to reach their customers, but that they’re essentially stuck with that albatross around their neck. It’s too hard to change, and there’s no way they’ll get the buy-in they need from the key stakeholders to migrate to a new solution. And, furthermore, even if they did, everybody thinks they’re all the same anyway, so what would really change?
We know these frustrations well. It’s why we felt like it needed to be said that ESPs haven’t been as innovative or flexible as they should be, and that enterprise marketers — along with their often-beleaguered I.T. teams — have borne the brunt of that. If you didn’t get a chance to tune into the webinar, here’s a quick recap of the main topics we touched on:
As marketers, it’s easy to get caught up in your own world when it comes to email marketing. After all, you’re writing the emails. You’re probably gathering the analytics. You’re crunching the data, building audiences, crafting the perfect subject line, determining the right day and time to send. It’s your baby you’re putting out there into the world, hoping that click-throughs and accolades will rain down upon you. Nothing against your I.T. team, but what do they have to do with it anyway?
The answer is “everything.”
If you recall way back in 2015, Verizon acquired AOL and then Yahoo in 2017. Following these acquisitions, Yahoo and AOL were merged under Oath Inc., a subsidiary of Verizon Communications.
Little information has been made publicly available regarding the consolidation of AOL and Yahoo’s email infrastructure, but we do know AOL’s MX (mail exchange) servers will be migrated over to Yahoo’s infrastructure as soon as next month.
As many senders experienced issues (and still are experiencing issues) with Microsoft’s consolidation of Office 365 and Hotmail platforms, we may see something similar with Yahoo/AOL.
Opens, clicks, and subsequent online conversions are some traditional metrics email marketers use to judge whether or not a campaign was successful. We’ll run a few tests to find the right subject line or content setup, and then pore over the numbers to see how well the campaign performed. Turning these numbers into visually interesting graphs can make us feel good (or bad) about the direction of our email programs and help us focus on hitting a few key goals (especially important for the bosses upstairs).