Monday, 19 March 2018

Information and commentary for the small business banking industry

E-mail: an oldie but a goodie

19 Feb

In the world of content marketing, there’s an increasing number of tools available to help with your content strategy and delivery. Social media is booming, there’s a range of automation tools out there, and people are blogging more than ever. But there’s one medium that started it all, and, although seen by some as old-fashioned, is still one of the most popular: email.

The reason is that it works – it’s still a really effective tool that actually outperforms other methods of online marketing, and that’s due to its ROI. The Direct Marketing Association (DMA) estimates that you’ll get a $38 return for every $1 spent. Not only that, but it’s one of the most time-effective methods as well.
Building a qualified list of email addresses through your website and social media platforms is essential.

Email might not have the ‘cool’ factor of social media or the flashy ‘tech’ appeal of SEO, but the fact is that it’s still the most effective. So if you want to engage with your small business customers, and find new ones, make sure you’re doing the following:

  • E-newsletters
    Not only are you letting people know what you’re up to, what you’re offering and what’s happening in the world of small business banking, but it’s a vital way of keeping the lines of communication open. It’s a good idea to have one newsletter for your current clients – such as useful information on new ways you can help them – and another for prospects that’s similar but more engaging.
  • Email blasts
    These are great for highlighting promotions and events, since they’re a one-off email that focuses on a specific topic, whether it’s a new financial package or a banking industry event. What’s important here is your list. In other words, if you’ve got a new service for your real estate customers, send it only to them – don’t fire the blast at everyone on your list of contacts,
  • Multiple emails
    There’s a fine line here between trying to keep your message in the first page of your customer’s inbox and becoming a nuisance. Essentially what you’re trying to is make sure your message gets across before the email moves, literally, out of sight, but sending it more than a couple of weeks in a row could cause annoyance.
  • Automated emails
    Otherwise known as ‘drip marketing’ or client converters, this is a set of emails that are automatically sent out to a list of subscribers in a sequence over time.

You know the old saying: if something’s not broken, don’t fix it. This is especially true of email marketing; it’s not flashy, it’s not new, but it works. Not only that, but it’s easy and everyone uses it. If your bank isn’t making the most of this content medium, talk to us about how we can help you tailor your content marketing strategy to include more email use.

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