# How to up your email marketing game in the financial industry
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2021-06-15
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Unlocking Email Success in the Financial Industry
Meta Description: Discover expert tips to ensure your emails land in customers' inboxes, boost sender reputation, and drive ROI in the financial industry.
URL: https://financedigest.com/how-to-up-your-email-marketing-game-in-the-financial-industryhtml

![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/email-marketing-1736838278461-compressed.jpg)

_By **Sam Holding,** Head of International,_ [_SparkPost_](https://www.sparkpost.com/)

The secret to a successful marketing campaign, no matter the industry, comes down to a well-oiled email programme.

In the financial industry, high volumes of emails are being sent every day, and it is vitally important that customers trust the sender, and understand the information that is being shared through the email. And in the financial industry, this is even more. But [ensuring that emails](https://www.financedigest.com/challenger-banks-ensuring-trust-in-your-email.html "Challenger banks: Ensuring trust in your email ") are being received correctly, both in terms of deliverability and content, is much easier said than done. How can organisations ensure that their emails are reaching customers and prospects successfully, and sending the right message?

While financial services firms certainly [need to consider](https://www.financedigest.com/7-finance-career-options-to-consider-and-what-you-need-to-know-about-each.html "7 Finance Career Options to Consider and What You Need to Know About Each") the content and branding of their emails, they must also prioritise the foundational elements of email, namely deliverability, in order to make email the ROI machine it can be. That said, deliverability, content, and branding are the combined ingredients necessary for [financial services](https://www.financedigest.com/how-financial-services-are-overhauling-security-to-defend-against-spoofing-scams.html "How financial services are overhauling security to defend against spoofing scams") to fully realise the potential of their email programs.

For high volume senders, even a seemingly nominal decrease in deliverability [rates can represent a huge decline in how many customers are actually seeing](https://www.financedigest.com/ecb-governors-see-rising-risk-of-rate-hitting-2-to-curb-inflation-sources.html "ECB governors see rising risk of rate hitting 2% to curb inflation – sources") their emails. More than that, with [financial institutions](https://www.financedigest.com/the-future-of-financial-institutions-in-2023.html "The Future of Financial Institutions in 2023"), the value of each converted customer can be quite high meaning that even a 1% decrease in inboxing rates can mean major losses. Once [financial organisations understand](https://www.financedigest.com/10-ways-to-make-your-financial-model-easier-to-understand.html "10 Ways to Make Your Financial Model Easier to Understand") the pounds and pence of deliverability, it’s time to start implementing tactical best practices to avoid the pitfalls of declining deliverability rates.

**Step 1. Improve your reputation as a sender**

For [financial organisations](https://www.financedigest.com/can-financial-services-organisations-harness-data-and-bi-to-catch-up-in-the-digitalisation-race.html "Can financial services organisations harness data and BI to catch up in the digitalisation race?  "), using email to help boost their credibility and reputation is essential. Actions such as sending on new IP addresses with unproven reputations, can seriously impact an organisations reputation with current and potential customers, therefore it is vital that email activity is set up to [improve a company’s reputation and not the other way](https://www.financedigest.com/5-ways-to-improve-your-financial-literacy.html "5 Ways to Improve Your Financial Literacy") round. It is important that anything considered personally identifiable about a customer (or PII), like their phone number, account number, or address, are properly [protected and only shared with the customer](https://www.financedigest.com/id-fraud-is-on-the-rise-can-financial-services-do-more-to-protect-their-customers.html "ID fraud is on the rise: can financial services do more to protect their customers?") themselves. On the other hand, another way to build [customer trust is by letting them know](https://www.financedigest.com/know-your-customer-lets-make-this-easy.html "Know Your Customer – let’s make this easy") information that you will never ask for over email, so that they can easily identify any suspicious communication that occurs, without finding out the hard way.

Also, when it comes to [building a solid sending reputation financial firms](https://www.financedigest.com/stellantis-to-build-u-s-firm-archers-air-taxi-up-stake.html "Stellantis to build U.S. firm Archer’s air taxi, up stake") shouldn’t send too much, too soon, from a new IP address.

2. **Relevant email sending is key**


   ![Sam Holding](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/sam-holdingsparkpost-450x450-1736838278443-compressed.jpg)



   Sam Holding


Once the more technical aspects of email sending are in place, organisations [must next ensure](https://www.financedigest.com/finance-firms-must-ensure-they-fix-data-fundamentals.html "Finance firms must ensure they fix data fundamentals") that the content they are sending in their emails is truly relevant to the recipients.  No matter how engaging and interesting an email is, if it is not relevant to the recipient, it simply will not yield success. The more relevant the emails are, the more likely they’ll be well received by consumers.

[Financial institutions](https://www.financedigest.com/what-the-future-holds-for-financial-institutions-in-2023.html "What the Future Holds For Financial Institutions in 2023") should be mindful when building lists for sends and use data like past purchases, traffic logs, and on-site search to inform who they’d like to send to, avoiding the temptation to blanket their whole audience with a single email in the name of efficiency. In order to get the most out of email communications, sending highly targeted messages will be much more effective in not only [building reputation, but building out a strong](https://www.financedigest.com/reckon-one-builds-momentum-with-strong-backing-from-accountants-joining-the-cloud-advisor-programme.html "Reckon One builds momentum with strong backing from accountants joining the Cloud Advisor Programme") and engaged list.

3. **Produce high [quality content](https://www.financedigest.com/new-ozone-study-demonstrates-clear-link-between-quality-of-attention-to-content-and-quality-of-attention-to-accompanying-ads.html "NEW OZONE STUDY DEMONSTRATES CLEAR LINK BETWEEN QUALITY OF ATTENTION TO CONTENT AND QUALITY OF ATTENTION TO ACCOMPANYING ADS")**

Once the relevant audiences have been defined through segmentation, the next task is to decide on the content of the emails.. When it comes to sending out marketing messages, [financial institutions should consider the kind of information](https://www.financedigest.com/overcoming-information-overload-in-the-financial-sector.html "OVERCOMING INFORMATION OVERLOAD IN THE FINANCIAL SECTOR") their recipients find valuable, and produce content that is in line with their needs. One [way of ensuring marketing](https://www.financedigest.com/6-easy-ways-to-save-money-with-printed-marketing-materials.html "6 easy ways to save money with printed marketing materials") emails resonate with the audience is through promotions. Who doesn’t love a good offer? Customers need to be able to see the value in subscribing to emails, and offering valuable educational seminars and content and special offers tailored to their [financial picture via email is a simple way](https://www.financedigest.com/make-way-for-the-rise-of-the-finance-super-apps-consolidation-of-financial-digitisation-tools-platforms.html "Make way for the rise of the Finance Super Apps – Consolidation of Financial Digitisation Tools & Platforms") to do that.

Another best practice for [financial institutions is to pay close](https://www.financedigest.com/fast-track-financial-close.html "FAST-TRACK FINANCIAL CLOSE") attention to writing great subject lines. Since many customers won’t see more than the first few words — especially on mobile, senders should [put the most relevant and targeted](https://www.financedigest.com/toyotas-july-global-vehicle-output-drops-again-puts-annual-target-in-doubt.html "Toyota’s July global vehicle output drops again, puts annual target in doubt") terms up-front, making the value to the customer immediately clear. With smart content informed by great segmentation, financial [firms can really leverage the power of email in their marketing](https://www.financedigest.com/how-marketing-helps-law-firms-grow.html "How Marketing Helps Law Firms Grow") strategies.

3. **Use strong [branding to boost](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution") integrity**

The last foundational ingredient to a great [financial services](https://www.financedigest.com/devops-the-secret-tool-thats-transforming-financial-services.html "DevOps: The Secret Tool that’s Transforming Financial Services") email strategy is branding.

To ensure brand integrity, it is essential that every aspect of an [organisation’s messaging — visual identity](https://www.financedigest.com/why-an-orchestrated-digital-identity-strategy-is-vital-for-financial-organisations-in-fighting-fraud.html "Why an orchestrated digital identity strategy is vital for financial organisations in fighting fraud"), voice, value proposition — is consistent and compelling. A common pitfall is to use different systems or third-party providers for automated transactional emails, marketing emails,

and other types of messages. This can lead the look and feel of the messages customers receive to vary widely, creating a confusing brand experience. By managing all messages through a single system, [financial firms can build](https://www.financedigest.com/best-guide-to-build-a-personal-financial-plan.html "Best Guide to Build a Personal Financial Plan") a stronger connection with customers and make each email they receive feel part of a coherent and valuable relationship.

As part of a [financial services](https://www.financedigest.com/top-6-trends-emerging-in-financial-services-in-2016.html "TOP 6 TRENDS EMERGING IN FINANCIAL SERVICES IN 2016") organisation’s branding strategy, it’s a good idea to use the brand name in the “from” field that shows up in the recipient’s inbox. Some marketers use an individual’s name with the belief that it will seem more personal, but this can also make it seem like spam. Instead, use a name customers will expect to see, then stick with it consistently across all emails to [build recognition and trust](https://www.financedigest.com/how-sonic-branding-can-build-trust-and-confidence.html "How sonic branding can build trust and confidence"). Using a solid and consistent brand is a best practice for any brand that sends email!

When it comes to your email marketing strategy, different [approaches will work for different organisations](https://www.financedigest.com/cloud-migration-for-financial-services-organisations-whats-the-best-approach.html "Cloud Migration for Financial Services Organisations – What’s the best approach?"), and will depend on the intended outcome. For large volume senders, like [financial organisations](https://www.financedigest.com/tackling-the-complexity-of-data-within-financial-organisations.html "Tackling the complexity of data within financial organisations"), this is particularly true, and it is even more important that you know why you are sending your email and who it is intended for in order to get the most success possible. By following best practices, and taking care in your approach, email can be the gateway to a higher reputation and more loyal customer base.


---
This blog is powered by Superblog. Visit https://superblog.ai to know more.
---