Too often, marketing goes down the path of being too data-driven. We have the best analytics, the best numbers, and the best tests. While this is all great to have, sometimes we miss out on marketing EQ (emotional intelligence). We need to have the best data and the best testing, but we also need to know what engages our audience: what they enjoy or dislike, and what strengthens our connections. 

Banks have been at the forefront of building lasting relationships with customers thanks to friendly receptionists, knowledgeable asset managers, and tellers who let customers in on little secrets like the times where there are no lines. But digital banking can foster these intimate connections too. Engaging your customers through thoughtful and positive digital experiences can bring us closer, similar to the days before smartphones when banking required in-person management.  

One element that can contribute to this is email marketing. As Truist’s Vice President of Retail Email Strategy, this is my bread and butter. For effective email marketing, you’ll need to strengthen both your email IQ and EQ to provide the best engagements. From years of experience in the financial sector, I’ve found that the below strategies are best practices to not only get your customers to open your emails, but engage with them, too.  

Getting consumers to open the email 

Just getting your customers to open your emails is a challenge. The “from” name, subject lines, and preheaders are all vital in that decision. 

Let’s start with the from name, a consistently overlooked part of emails. Brands need to get more clever about where emails are sent from to help engage consumers. Every pixel is crucial in email marketing – think of it like real estate, where every square foot counts. The from name can add context to what your email is referencing. If you’re launching a webinar about financial wellness, the from name can say “Truist | Financial Wellness Webinar.” This way, you save valuable space in your subject line but users still understand what the email is about.  

Speaking of subject lines, they need to be direct, first. Sometimes it can seem like a direct subject line is dull, but over the years, almost every “boring” but direct subject line won out over the more “exciting” but vague ones in our A/B tests. The numbers don’t lie – subject lines need to get to the point quickly. Frontload your keywords to get your point across fast.  

After the subject line comes the preheader. The preheader should note the value proposition your email is getting to. Don’t simply restate your subject line, continue offering more context to the audience.  

Up next: getting them to read your email 

Opening your email is the first battle won, but the obstacles aren't over yet. Ensuring your audience doesn’t bounce is another challenge.  

First, hero images are given too much credit... let me explain. When used properly, hero images deserve all the credit they receive. But too many brands get lazy with them and just insert a stock image of someone smiling while looking at a phone (you know what I’m talking about). Hero images can be a great addition, though, when used to connect emotionally with your audience, showcase visually attractive steps customers can take with your product, or feature a new product element. For example, instead of a stock image of a person looking at a phone, consider a tight over-the-shoulder shot that features your mobile app. 

Bolding also helps customers digest your emails more easily. By bolding important words or phrases, you’ll provide them with a way to skim your main points quickly. But don’t overdo it or these words and phrases won’t stand out. 

Color is another way to grab consumers’ attention and help them skim your content. Color focuses readers’ attention and can be an optimal way to communicate value propositions. What they’ll gain from new features, learnings from a webinar, or new and improved rewards for products could be written in color to grab their attention.  

Final step: convincing them to take an action  

In the end, getting your audience to convert is priority number one. Whether that’s reading a blog, registering for a demo, or signing up for a new account, conversion is most important and what many marketers are measured by today.  

Links are a great way to get your audience to convert, but they don’t need to be relegated to just the CTA. On desktop, there should be a link every one to two inches and on mobile, there should be a link every two to four inches. Don’t scatter them randomly – only hyperlink relevant text with relevant destinations. But you don’t want to make your audience scroll forever to do what you want them to do. 

Finally, your CTAs should never be “Learn More.” It’s tired, it’s boring, it’s been done before. The text should augment and play off of your heading and subheading without being redundant. And don’t feel like CTAs need to be at the bottom of an email. Placing the CTA earlier in an email can get the reader to convert easier and faster.  

By implementing the above strategies and best practices, you can fine tune your email marketing and better connect with consumers. While many of these tips are tried and true in the financial services sector, they can also be applied to other industries.  

You can download a condensed version of my favorite email best practices, including a checklist to help guide your email campaigns. If you’re interested in learning more about our email marketing efforts at Truist and how we leverage Acoustic Campaign to facilitate our email marketing, connect with me on LinkedIn.