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As consumers and businesses alike face the uncertainties of the pandemic and economic crunch that comes with it, a lot of conflicting advice has come about. It’s no secret that email marketing has been working broadly--but the specific strategies that work for particular industries vary. At Site Impact, we know that it can help a great deal to know what the best practices are for a specific industry, to help formulate a solid plan for getting your business back on track. Today’s focus will be on the best options for finance companies and firms--who have had a shaky time, even compared to cross-industry performance, when it comes to recovering from the sudden crisis.
Finance, much like email marketing, runs on data. The great thing about that is that it makes it easy to use the data you’ve got on hand to make informed decisions about your email campaigns. The first major usage of data is to identify who you should be marketing to in general, and specifically what messages to send to what groups. It’s likely that you’ve got several different audiences of ripe prospects to reach out to, and data will help you to determine which audiences will respond to specific products or services you’ve got the best. Data-driven email marketing efforts are much more effective than blasting everyone: higher engagement, greater conversions, and efficient from a budget standpoint, with a higher ROI.
Finance can seem like a rather dry topic, but right now what consumers and business owners alike are looking for is a story. In general, storytelling increases engagement, but at a time like this it becomes absolutely essential; with so many demands on the attention, your prospects need a reason to read and focus on your emails rather than something else in their inbox. Tell the story of how your products and services can help ease burdens, generate flexibility, or help solve problems that your prospects are facing in this uncertain time, and you’ll find that you get more traction in the inbox--and more conversions on your campaigns. The stories you tell don’t have to be big productions; just focusing on what you are doing to help your community and your customers in simple terms is enough. The big need, overall, is to provide information that your prospects need to know, about why they should pay attention to you.
Here at Site Impact, it’s no secret that we’re in favor of personalization, especially data-driven personalization. But beyond just targeting your message using the information you’ve got on your prospects, use that data to create a connection with your leads. People are scared, anxious, and have a lot on their minds; a personal touch really carries a lot of weight, and creates the impression that your recipients aren’t dealing with a big company but instead something more intimate, something friendlier. Everybody wants a friend right now, and by personalizing your campaigns you can create a friendly atmosphere that will lead to increased engagement and conversions. Obviously, don’t discard professionalism altogether; but something less strictly formal, an approach that is more welcoming and more one-on-one in tone, will take your campaigns a long way.
The finance industry has had a lot of shake-ups this year with the drastic changes and unpredictable turnarounds going on due to a global pandemic. Email marketing will be a key factor in helping finance firms to recover, but it’s important to know the best practices before you dive in. Contact Site Impact to hear how we can help you get all your campaigns to the next level, even if you’re just starting out in email.
