Email Marketing For Smaller Institutions: Does it work?

Bank size doesn’t have much to do with email success - but your market area certainly does. Email tends to workbetter if you bank is where there are lots of people. As with direct mail lists, the more people in your market area, the more email prospects, the more selects you can use to target your list -- and the more likely you will be successful. Using targeted selects (age, income, etc.) tend to reduce the number of available prospects, but should increase response because you are targeting individuals who have the right demographics to be interested in your offer.

First published on BankersOnline.com 11/5/01