Learn how to reach your customers where they are and have them opt-in to your communications.
With more people ditching their landlines and embracing mobile and online communication channels, the days of banks selling their products via telemarketing have mostly gone by the wayside. In fact, a recent FICO survey found that consumers prefer to receive communication from their financial institution by email, followed by text messages, bank websites and mobile apps.¹ So how do you stay connected with your customers? And, how can you encourage them to opt-in to your ongoing marketing messages?
Digital, Relevant, Personalized
A recent study found that nearly half of those surveyed don’t think banks send them information that’s relevant to their future plans.¹ And while today’s customers want the convenience of accessing information across multiple channels, they also want messaging that’s catered to their personal needs. Take advantage of this opportunity to keep them engaged — by cross-selling on their preferred communication channels with these tips:
- Ensure that your message is consistent and accessible across all channels, both online and offline. In addition to print and direct mail, take advantage of digital channels like email, mobile, online ads, text and in-app messaging.
- Use onboarding communications to create awareness of additional products and services, since new customers expect to hear from you at this stage anyway.
- Offer convenient, real-time customer service options, such as online or video chat.
- Leverage your data to personalize your message and boost sales. For instance, a young couple inquiring about a home loan might also be interested in setting up a 529 savings plan for their children.
Boost Opt-Ins With a Preference Center
Every channel and touchpoint is an opportunity to increase engagement and sales. Consider creating a preference center to give customers the option of determining where and how often they want to hear from you. Not only does a preference center give your customers control over what type and how much information they want to receive from you, it also helps you keep them active and engaged by delivering the messages that they want and expect.
What should your preference center include?
- Contact information, with the ability to easily make updates
- A list of preferred communication channels to select, including email, phone, text, postal mail, mobile and online notifications
- Frequency, such as weekly, biweekly or monthly
- Topics of interest: provide a checklist of subjects so that you can send targeted or specialized newsletters
Make the most of your preference center with these tips:
- Don’t ask for too much information or you may turn customers off completely.
- Make sure customers can find your preference center by including links and calls to action on emails, on your website and even on your printed communications.
- Take advantage of the personalized information you’re gaining and use it to keep customers engaged.
Today’s tech savvy consumers are open to receiving sales messaging from their financial institutions, but want relevant, personalized communication — and are particular in terms of how and where they want to be reached. Utilize these channels and opt-in strategies to reach your customers on their terms — and you’ll enjoy a clear advantage over the competition.
Ready to rev up your communications strategy? From email campaigns to value-added content to segmentation and analytics, our experienced team can help ensure that your customers hear what you have to say. Email us or call 800.525.0313 today.
Customer Communications Group, Inc., is not responsible for products or services offered by third parties or websites mentioned. We provide such information and sites solely for your convenience.
1 “7 Insights Into The Digital Generation”, published August 22, 2016, The Financial Brand, https://thefinancialbrand.com/60500/banking-digital-generation-millennial-credit-fintech/