E-Mail Marketing Solutions Overviewresources.gabankers.com/e-Bulletin/past issues/2009... · the...

E-Mail Marketing Solutions

Overview

Copyright © 2009, Financial Marketing Solutions

FMS Is Your E-Mail Solution

To be successful, adjusting to change is often required. What used to drive new business isn’t necessarily today’s best approach. As our economy rebuilds itself, the banking industry should be open to adapting to new marketing methodologies.

As your trusted marketing partner, we are providing you with an integrated solution to ease the transition of change. We have simplified the process of using e-mail to market your bank to current and potential customers.

With our new E-Mail Marketing Solutions program, we can meet all of your e-mail marketing needs including: strategic campaigns, distinctively branded design, distribution management, real-time measurement and complete integration with your CIF. It’s controllable, reliable, trackable, consistently scheduled and cost-effective.


Benefits of E-Mail Marketing Solutions

• One easy-to-use platform to manage your e-mail marketing efforts from start to finish.

• Web-based service. No software to install.• Compatible with Internet Explorer and Firefox.• Log in directly to your platform from the FMS Web site

using your assigned username and password.• Onboarding capability—seamless integration with bank’s

Customer Information Files (CIFs).• Measure response rate in real time—even review who

responded.• Account is organized into three simple sections:

audience, campaigns and response.


Audience Overview


In the audience section, organize your customers or potential customers by group, and create as many groups as you like. Segmenting your audience by status, geography and more, you'll be able to send to everyone or tailor your e-mails to different groups.

Audience Groups


Your database is entirely customizable, making it easy to add new fields from the drop-down menu. With our system, you decide how much information to collect and store for each of your audience members.

Add Audience Members


It is easy to import an existing list of contacts via an Excel document. Most imports finish in minutes, and the system automatically weeds out duplicates during the import process.

If you need to re-import a list that has grown, you may opt to only add new people, or perform an add-and-update to append your current records with new information.

Import Audience Members


Import names

We can help you create one or more custom sign-up screens that let new people opt-in for your e-mails or newsletters directly from your Web site. You can request as much or as little information as you want.

Grow Your Audience


Integrate Onboarding Program

Seamless integration between e-mail platform and the bank’s Customer Information Files.

• New customers in the CIF automatically get added to the e-mail platform.

• Event-based triggers allow for scheduled e-mail distribution to new customers.

• No manual entry is required.


Campaigns Overview


In the “Campaigns” section, you can easily edit, organize and save customized campaigns without having to know HTML. This is possible by using the brand stationery, layout options and editing tools provided within your

account. This is also the section in which you will send the campaigns directly to your selected audience groups.

E-Mail Campaigns


Select Campaign StationeryYour stationery library allows you to store as many stationery designs that you would like and select the design you want for each e-mail campaign. FMS is available to create each of your HTML stationery

designs for you according to your brand.


Select Campaign Template

To create your e-mail and/or newsletter campaigns, you'll start by opening your brand stationery and then choosing a layout that best fits your content.


Your custom-designed stationery frames the content of your e-mails. Each e-mail also contains important features, including links to help your recipients forward your e-mail, manage their preferences, sign up, opt-out, contact you and more. Each feature ensures that your e-mail is compliant with the Can-Spam Act of 2003.

Campaign Layout


You can preview the HTML campaign before sending it out to your audience. This will allow you to see the e-mail exactly as each audience member will see it.

Campaign Preview


When your campaign is ready, you'll want to preview your work and then proof it to double-check your e-mail for any words, links or content that could increase your spam score or cause delivery issues.

Proof Campaign


Now that your campaign is built, you are ready to send it to your audience. You'll set the “from” information, pick the groups who'll receive it, and either “send now” or schedule for later. You can also use the events-based trigger e-mail feature to havean e-mail sent automatically when specific events occur, such as when someone signs up, has a birthday, etc.

Send Campaign


When someone comes on board as a new customer to your bank, we can assign triggers so that each new customer receives a series of pre-determined e-mails sent on pre-determined dates. Once again, you don’t have to manually send these e-mails. The trigger feature makes sure the e-mails are automatically delivered according to the information you specified.

Set Up A Trigger


Response Overview


With the features in the “Response” section, you'll see how your audience members responded to each campaign. This will allowyou to use that knowledge to create more effective campaigns. As people begin receiving and opening your e-mails, the system will begin reporting the activity back to you in real time. But the response tracking doesn't stop there. For example, if 379 people opened the e-mail, you can click that total and find out exactly who opened and at what time. The same goes for all response totals, like bounces, clicks, forwards and more. This will allow you to follow up with each person individually based on the action they took.

Campaign Response Overview


The system is able to track who opened your e-mails in two ways: when someone views the HTML version of your campaign (including the images) or when someone receives the plain-text version and visits at least one of your links.

Who Opened E-mail?


This is the number of people who clicked on at least one link in your campaign. Unlike the link-by-link breakdown of clicks further down the response screen, the “people who clicked” total does not register multiple clicks for one person. Everyone is counted just once, even if he or she visits multiple links or clicks the same link multiple times.

Who Clicked Through?


While it does not record forwards when someone uses their own e-mail program (like Outlook), the system can track forwards sent using the built-in forward feature of your e-mail campaign and template. For privacy reasons, it doesn’t record the addresses of the people who receive the forwards.

Who Forwarded the E-Mail?


Should someone desire to leave your e-mail list, the self-removal process is instant and permanent. They click the opt-out link at the bottom of your campaign, confirm their intention to opt out and the system automatically removes them from the active section of your audience. Nothing is required from you to make sure the opt-out occurs.

Who Opted Out?


There is a link at the bottom of your e-mail campaign that allows people to sign up if they received the e-mail as a forward and would like to receive your future e-mails directly. If someone uses that link to sign up, the system tracks it as part of the “new sign-ups” total on the response screen for that particular campaign. You can click the new sign-ups number to see who signed up.

Who Joined?


In addition to telling you how many people in your audience clicked at least one link in your campaign, the system also shows you how many clicks each link received. This is beneficial if you are promoting several different services or products via several links within one e-mail. You'll see the number of clicks beside each link, and you can click on that number to see who clicked and follow up accordingly.

Link-by-Link Detail


You can compare response rates between past campaigns side by side. This will help you to target your next e-mail to people who opened, clicked or otherwise responded to your last one. The system will store your past response online for 18 months, and you can export any campaign's results in spreadsheet form. This will allow you to share the response rate with other people within your organization.

Campaign Comparison


Conclusion

• Based on Epsilon’s 2008 survey, 54% of consumers have a more favorable opinion of financial services companies that send them e-mails.

• Banks who send their customers e-mails build brand awareness, loyalty, credibility and ultimately customer retention. Your customers trust a message coming from your bank, and your e-mails can significantly influence their opinions and even actions.

To maximize the opportunity, contact us about our new e-mail marketing solutions, which enable you

to create, send and manage your e-mail marketing efforts with one streamlined platform.


Contact FMS

Web site: www.fms4banks.com

Agency Phone: 615.591.2073

Agency Fax: 615.791.6143

Tim Pannell, President & CEO

Mobile: 615.476.7731

E-mail: [email protected]


http://www.fms4banks.com/

mailto:[email protected]

E-Mail Marketing Solutions Overviewresources.gabankers.com/e-Bulletin/past issues/2009... · the...

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