Abstract
This report looks at demographic and psychographic factors that influence consumers' responses to email marketing campaigns related to the financial services industry. It also looks at how email marketing strategies are evolving in response to a changing online environment. How concerned are consumers about security threats? What approaches have financial services firms used to address these worries, and how effective have these approaches been? How can legitimate marketers compete with the problem of SPAM in attempting to acquire new customers? How will emerging technology affect email marketing practices? There is significant variation among demographic groups in their responses to email marketing campaigns, and these variations are examined in detail.
Key topics in creating and maintaining effective email marketing campaigns are discussed:
- Behavioral characteristics and attitudinal data for various demographic groups
- Factors which make consumers most likely to open incoming emails
- How consumers perceive companies' efforts to address online security challenges
- Differences in consumers' responses to acquisition versus retention messages
- How email marketing campaigns will be influenced by changing technology
Will competitive offers make consumers receptive to a financial services message? Or is the identity of the sender more important than the content of the message? How might campaigns targeted at specific segments be more effective? Also considered are broader trends in email marketing that may be of particular interest to financial services firms.
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