1、Email Marketing for Financial Services7 Key Email Journeys and How to Optimize ThemBy Jeanne JenningsFOUNDER AND CEOEmail Optimization Shopfor2The B2C Financial Services PathThe key to success for B2C Financial Services companies is building relationships.A desired path for a financial services clie

2、nt might look something like this:But the order in which these financial services products are needed varies as does the product mix your financial services firm offers.Those are ongoing challenges for your financial services organization.You need to keep your organization top-of-mind on an ongoing

3、basis to be there for your prospects and customers when they need you.The good news:email marketing is the most cost-effective way to build those relationships and be there at the right time,with the right service.In this guide well delve into the 7 key journeys your marketing teams should have in p

4、lace and give you tips for optimizing them.Wed love to hear your feedback and thoughts on this guide.Feel free to connect with us and tell us what you like about these resources,and what you would like to see in future white papers and webinars.Were also happy to chat about how Marigold can help you

5、r financial organization better leverage email to meet your mission and goals.3 3Gated Content Follow-upIf you arent utilizing gated content to entice your website visitors to identify themselves and opt-in to an email relationship with you,nows the time!An email opt-in is a quid pro quo what will y

6、ou give them in return for their email address?Start the relationship off with a high-value lead magnet and then follow-up with a relationship-building email series.4 4Key Subscriber Journey:Gated Content Follow-upKey Subscriber Journey:Gated Content Follow-upYou want this to be an automated journey

7、 one that will automatically begin when they request the content download.Keys to success:content and timing.Content:provide them content that showcases the value you can provide them above and beyond what they downloaded.Timing:reach out to them while theyre still interested in this topic before th

8、is need is satisfied by another financial organization.Basic Email JourneyThey were looking for information and they found some on your site that looked valuable.So valuable that they were willing to trade their email address for it.So they filled out the form providing you their email address and o

9、ther information,and youll deliver them the content theyre requesting.But youre not done when you deliver what they requested.No,in reality thats just the beginning.The beginning of your email relationship,and hopefully the beginning of a long and valuable business relationship.5 5Deliver the Conten

10、t in the First EmailDo people provide fake email addresses to get access to valuable content?Yes,it happens.While you cant stop people from entering fake email addresses into your form,you can stop them from getting access to your content.Rather than providing a link to download the content on the w

11、ebsite immediately after sign-up,send it in the first email.You can also use this as a gauge of interest.If someone completes the form but doesnt click on the link you send them to download the content,they arent really that interested.Maybe you resend that initial email a few times,and if they neve

12、r click you dont send the rest of the series.And you dont waste your internal personnels time by forwarding this to them as a lead.Customize with Zero-party DataThe beauty of communicating with this group is that you have a base level of information about them.For instance,you know what the topic of

13、 the content was,which gives you an idea of what services may be a good fit for them.You could even ask for a bit more information about them in exchange for the download,for instance:Zip code:if your organization has local representatives who can follow up,this will help you route the lead properly

14、 Time frame:whats the urgency here?Do they need a personal follow-up right away or is a bit of nurturing an appropriate next stepJust dont get too personal asking for things like income or even phone numbers will often cause people to lie or abandon your form.Youll want to look at the information yo

15、u have and use whats relevant in your email campaign,either as content or a segmentation parameter.6 6Tag the Subscribers Based on InterestObviously youll want to send this new subscriber the gated content campaign customized based on their interest in this topic.But what about the future?Be sure th

16、at this subscribers record is tagged with their interest in this topic,so that its easy to identify them and include them in future messages that may be relevant to them.Be sure that youre proactively gathering information on your subscribers in a format that makes it easy to leverage this knowledge

17、 for future campaigns.TO GATE OR NOT TO GATEOne of my clients in the financial services sector has a series of free informational guides they offer.The content is educational;they help people understand the different financial services that are available.While the content is not promotional,the goal

18、 is to educate people so that they will contact my client to learn more and hopefully purchase.Weve gated the content,meaning that people need to provide an email address,their name,and some lead qualifying information to download the content.Once they download,weve set up email journeys for each on

19、e which are promotional.These journeys focus on the clients offering related to the content of the guide downloaded,with a call-to-action to set a time for a call.Heres the rub;we have a very high abandon rate on the download form.People are interested in the content,but not interested enough to pro

20、vide the information were asking for.So they dont download the guides and they dont get the related email journeys.Were looking at options,including removing the lead qualification fields,making all the fields voluntary(not required),and removing the gate entirely.Its a tricky decision.Is the conten

21、t alone strong enough to drive leads without a gate.7 7Browse RemindersMany people browsing your website will be anonymous and if they havent given you permission to email them,you shouldnt.But in some cases someone will be browsing your site and youll know who they are.Maybe theyre a customer whos

22、logged in;or they could be a prospect who you cookied previously when they filled out a form for gated content.In these cases,a browse reminder is smart business.8 8Key Subscriber Journey:Browse RemindersKey Subscriber Journey:Browse RemindersYou want this to be an automated journey one that will au

23、tomatically be triggered at some point after the website visit.These emails are similar to gated content follow-ups in that content and timing are keys to success.But theres one more thing thats important here dont be creepy.Basic Email JourneyPeople visit your website all the time.Some are prospect

24、s looking for solutions to financial issues;others are clients seeking answers on services youre providing them or looking for information on new services theyre interested in.This is where browse reminders can be useful.They allow you to identify key website actions which merit a follow-up and then

25、 send one,automatically.As we mentioned earlier,you should have opt-in permission before sending email to someone who has visited your website,be they a prospect or a client.9 9Browse Reminders are Your FriendsBrowse reminders are common journeys in retail and they should be a common journey for peo

26、ple who visit key sections of your website.If you think about it,these two actions are very much alike.Do focus the content of the message on what they were viewing on your website,within 24 hours of their visit.Do offer resources and assistance to learn more about the content they were interested i

27、n.Phone and email are good options,along with the ability to schedule a time to talk with a financial advisor.Dont be creepy dont mention that you saw they were on the website.They may realize that their visit triggered the email,since browse reminders are commonplace now.Thats fine.But saying that

28、you saw them looking thats creepy.Dynamic Content is Tailor-made for ThisYou could create email journeys for each service that you offer.Or you could start with a generic browse reminder that is customized with dynamic content for each service on your site.Craft standard paragraphs for each service;

29、have a template that works for all services and customize it based on what the subscriber browsed.Once this is in place,you can create customized browse reminders for key areas,if you want to.1010Address Frequently Asked QuestionsWhat questions or obstacles,real or imagined,would keep people from re

30、aching out to you about each service?This is where to start with your message map,to figure out what the frequently asked questions are and what answers you can provide which will entice qualified prospects or customers to reach out to you.Some examples Is this a good fit for my needs providing info

31、rmation on what makes someone a qualified candidate for each service.Do they offer this in my area if you only provide this service to clients in certain states,be sure to let them know.That way they wont waste their time or your teams time.What else could be holding them back?If you can identify an

32、d effectively address it,that will increase your conversion rate from website visitors to prospective clients.INTEGRATION IS KEY TO SUCCESSIntegration issues arent unique to the financial services sector,but they do seem a bit more prevalent.I think this is because of the federal regulations around

33、privacy of financial data;IT teams are cautious about linking systems because every integration increases the risk of a breach.That said,data-informed marketing is more relevant and more effective.So how do you balance privacy concerns with better marketing?When I work with financial services client

34、s,I start by making a list of what data wed like and how we would use it,being careful to avoid highly sensitive data.Once youve got this,a scoring model like ICE(Impact,Confidence,Ease)can help you prioritize those projects with a large positive impact and a high confidence-level of success that ar

35、e relatively easy to implement.Then its a conversation,a compromise;I will often ask lawyers to join us as we negotiate with the IT team to understand how to get what we need from a marketing perspective while complying with the regulations.Theres usually give and take on both sides once we sit down

36、 and work through it together.1111Newsletter ProgramThe best tool for building relationships via email is a newsletter.An effective email newsletter provides value without a purchase,positions your organization as an expert in your field,keeps your brand top-of-mind,and more.But creating an effectiv

37、e newsletter can be more difficult than creating an effective promotional email.Read on to learn how to do it right.1212Key Subscriber Journey:NewsletterKey Subscriber Journey:NewsletterEffective email newsletter are all about the content.It should be a mix of no more than 40%promotional information

38、 and at least 60%editorial content,which provides value without a purchase.Too many newsletters are all about us where the us is the company that sent it.Good newsletters are all about the readers providing them with content they want to read.Basic Email JourneyEmail newsletters may seem old-fashion

39、ed,but theyre one of the best ways to build and maintain a relationship with your email subscribers.Bonus!An effective,engaging email newsletter can motivate people to open all of the emails you send.Proceed without one at your own peril.1313Newsletter ContentIf you have a blog(or two!or more!)then

40、those articles are naturals for inclusion in your newsletter.I recommend including the title of the blog post along with a brief,benefit-oriented blurb that gives the reader a reason to click through and read it.I like to pull in some relevant third-party content as well items that will provide valu

41、able information from your audience but that arent from one of your competitors.Same formulas as above a title and brief,benefit-oriented blurb along with a link to the content in its original location.Newsletters dont have to be long.If you have more than 6 or 8 items to include in a newsletter,you

42、 should up the frequency(go from once a month to twice a month)and split the content between the sends.Remind Them Who You Are and What You DoOf course,you know who you are and why you contacting your subscribers.But do they know?Help them by always putting your newsletter in context.The easiest way

43、 to do this is to include a brief,benefit-oriented paragraph that appears in every email message you send,including your newsletters.This should include:Your organization and/or brand name.A benefit-oriented description of the services your organization provides.How to contact you web,phone,and emai

44、l Anything else that will(a)remind recipients who you are and(b)motivate them to reach out to you if they are considering the services you provide.I usually include this at the bottom of every email,just above the footer,and put it in a shaded cell to set it apart from the rest of the message.1414Us

45、e Click Behavior to Target Future MessagesAnother way I like to use email newsletters to gather self-reported data on what subscribers are interested in.There are two ways you can use this.Lets say youre working on a new email campaign you can look back to see if youve covered similar topics in your

46、 email newsletter.If so,you can pull a list of who clicked on articles about this topic,and viola!You have a list of people who are interested in this topic!You can also proactively look at what your subscribers are clicking on and use it to develop content or services that will appeal to them.Eithe

47、r way,this is valuable first-party,self-reported data that you can use to engage your email audience.MAKE YOUR NEWSLETTER VALUABLEI received a new email newsletter from a financial services company while I was writing this.It was terrible;it did not make me want to work with them.I share this short

48、rant about it as a cautionary tale of what not to do.Lead with a Banner AdYes they lead the email with a banner ad and it wasnt even for their brand!They used their prime real estate,the key to pulling in readers for this and future issues,to pitch someone elses service.I hope they got paid well for

49、 that ad placement,because it cost them with regard to engagement,now and in the future.Fill Space with Stock PhotosRight after the ad they had a large,full-width stock photo of some people around a table in a conference room.It didnt look authentic,in fact it looked a bit out of place.Why was it he

50、re,taking up space and forcing readers to scroll past it to get to the newsletter content?Oh,and I couldnt see the photo until I enabled images on my email client which is reason enough not to use full-width photos in your email messages.Talk About YourselfThe first article blurb was about how proud

51、 they were to be launching an email newsletter and it included pictures of the three high-level people in their organization whose idea it was.You could click-through to read the full post I did not.1515EventsIf youre not hosting online and/or offline events for prospects and customers,youre missing

52、 out!Its a great way to move prospects to become customers and to upsell customers on new services you can provide.Just be sure you have an effective Event campaign program to drive maximum registration,attendance,and post-event action.1616Host Events for Key ServicesEvents can be a make or break,wh

53、ether youre looking to bring in a new client or upsell an existing one.The more complex the transaction,the more value your organization can provide.Dont just think in terms of the service your financial organization is providing,think about the bigger picture surrounding the need.For instance,first

54、-time home buyers may have questions about how to raise their credit rating to quality for a better interest rate.While this isnt necessarily part of your service offering,your organization can certainly help them by answering these questions.Should your events be online or offline?One key considera

55、tion is your audience if theyre local,an offline event could be a differentiator.But if theyre not local,then online is likely your best bet.Many online events today are recorded and then made available on demand.While these can make good lead magnets,they arent the best at building relationships.No

56、 matter what format you choose online or offline,live or recorded once you have a template,the journeys arent difficult to set up.A Thank You Email Should Provide Value Of course you want to thank people for coming to your event.But an effective thank you email does so much more.You should always se

57、nd a thank you to everyone who registered for an event not just those who attended.Obviously,you want to include a link to view the event on demand,in case the recipient missed it or wants to review the content.But you should also expand on what was discussed and,if appropriate,provide them addition

58、al resources.These thank-you emails tend to have good open and click rates,especially with those who missed the live event.While youve got their attention its the perfect time to invite them to schedule a time to speak one-on-one with one of your financial advisors.Effective events and their email j

59、ourneys build relationships.By the way this doesnt have to be just one email.If you have the content,make it a series and keep the party going for a few days,a week,or two weeks!1717Track the Performance of Your EventsYoure not done with the event when you leave the offline venue or close your webin

60、ar software window,or even when you send the thank you for registering email.The event isnt about the event-its about the impact the event has on your business.Your reporting should include:How many people attended?For online webinars,what percentage of those who registered joined live?What percenta

61、ge of those who registered watched it later on-demand?In the past a 50%show rate for a live webinar was considered good;that rate is falling,to the point where a 33%show rate is now considered good.How do events impact your bottom-line performance?What else are you hoping to gain from your events?Do

62、 they have a positive impact thats worth the time,effort,and resources they require?SOMETIMES THE EMAIL ISNT TO BLAMEI was working with a financial services client who had an email journey to invite prospects for a free dinner at a restaurant and a talk about retirement.The goal was to turn these pr

63、ospects into highly qualified leads that would become clients.The journey wasnt working,even though they had revamped the copy and design a few times.Then they brought me in.The email messages were pretty good.They made a strong case for the value of the event.And they were driving people to the reg

64、istration page.The problem is that people were abandoning that page at a high rate-before they were registered.First of all,there were so many fields!The client wanted to make sure the prospects were well-qualified,so they were asking questions about income,home value,net worth,and more.It was invas

65、ive,and even if people did have that information at their fingertips,the prospect of a free meal at an okay restaurant wasnt enough to get them to share it.We streamlined that form by removing the sensitive fields,kept the email series as is,and saw an immediate increase in registrations.Later we ad

66、ded a post-registration page that asked registrants to voluntarily provide that information so we could tailor the presentation to them;roughly 50%did.1818Key Subscriber Journey:EventsKey Subscriber Journey:EventsAs you see in the diagram above,there are journeys related to each of the milestones:Re

67、gisteringfortheevent Register for Event Email Series Thanks for Registering Email Attendingtheevent Event Reminder Email Event Follow-up Email The messaging at each step will be a little different,depending on the milestone and the goals for that milestone.Basic Email JourneyYour recipients will nee

68、d to learn about the event and be motivated to then register to attend.Once they are registered,we hope they will attend.Key milestones in the journey are:Registering for the event Attending the eventSince this is a multi-step process,we have created multiple email journeys to move the subscriber th

69、rough the process.1919Free Resource Promotions We talked about gated content earlier even if the primary purpose of your gated content or resource is to grow your email list,you can and should consider if its appropriate to offer it to your full list or a segment of your listSeems easy right?Just te

70、ll them about the free resource and provide a link.That works but were going to provide tips to up your game and the effectiveness of this journey.2020Key Subscriber Journey:Free Resource PromotionsKey Subscriber Journey:Free Resource PromotionsIn a perfect world,youll have a schedule of free resour

71、ces that you create and provide to your newsletter subscribers;you can also use these as lead magnets to pull people to opt-in to your email list.Think one email will suffice?Think again.Read on for why and some practical advice on the how.Basic Email JourneyThe best email marketing programs arent a

72、ll promotional pieces.Its good to offer value to your subscribers and a free resource,be it a tool,a special report,or something else,can be an effective way to do that.Here are ways to do it as effectively as possible.2121Once is Not Enough Message MapsI dont think in terms of single,one-off emails

73、 any more;I think in terms of series.Heres why.Average open rates,excluding MPP and bot opens,are averaging 20%to 30%.Even if your results are on the high end of that,thats 70%of people who didnt see the content of your email message.So is the recommendation to send the same message to your list aga

74、in and again?No(with one caveat see the section on Strategic Resends at right).This is where a message map comes in.Youll want to identify the key messages for your campaign,based on your features,benefits,and advantages,and then spread them out over a few different email messages that drive people

75、to the free resource.I also like to start a series with an email thats an overview of the key messages,and end it with another overview.Use Strategic Resends to Expand Your ReachStrategic resends are one of my favorite email marketing tactics.They provide a gentle nudge to those who started to take

76、an action but then left without completing it.Heres how you do it:Identify email recipients who clicked through to take the action in the email but did not complete the process Resend the original email(no changes)to this group,7 to 10 days after the initial sendCase studies have shown that resends

77、to this group result in much higher conversion rates than resends to those who did not open or did not click on the initial email.Bonus:when you do resend to this clicked didnt convert group you rarely see unsubscribes or spam complaints(which are common when you resend to groups who showed less int

78、erest in the initial email).2222Dont Be RedundantIf youre using a free resource thats also being used as a lead magnet,youre going to want to avoid asking your email subscribers for information you already have,like their email address and name.The most elegant way to do this is to pre-populate the

79、fields on the form with the information you have in the database for them.For instance,you obviously have their email address if they clicked through from an email to this page,so pre-populate that.They can fill in any information requested that you dont have and that will update their database reco

80、rd.Another way to do this:create a separate landing page or a direct,ungated link,to the content for this audience.What you dont want to do is to send them an email inviting them to use or download this resource then ask them to enter their email address.AI CAN BE A GREAT RESEARCH TOOLOne of the lea

81、st controversial uses of artificial(AI),is for research.For instance earlier this year I was working on a project to entice people to sign up for a specialty credit card.I happen to have the card,so I have an idea of the features,benefits,and advantages(FBAs)it offers.But instead of spending an hour

82、 or more on fleshing them out,I made a quick and dirty list of a few FBAS,then asked my custom marketing strategist GPT to enhance and expand on the list.It kicked out a list of 12 FBAs within 60 seconds.Some were right on target;others,not so much.There was even one feature that I had not thought o

83、f that was pretty good.So I worked collaboratively with the AI to fine-tune the output.Could I have done this without AI?Yes,but it would have taken a lot more time.Also,Im not sure I even would have thought of the feature the AI added(since I was focusing on my experience,not the experiences of the

84、 wider target audience).2323 Inquired,Hasnt AppliedNot all promotional emails are the same.This type of upsell email program is more sophisticated than a batch and blast campaign to everyone.Heres how to create a great one that runs on an ongoing basis.2424Key Subscriber Journey:Upsell ProgramKey Su

85、bscriber Journey:Upsell ProgramThe key to success here is in the segmentation and content.A fancy propensity model or recommendation engine can help,but its not a critical element.You can also use the data from your past sends to optimize your program on an ongoing basis.Basic Email JourneyTheyve be

86、en a valued customer and now you want to expand the relationship.The beauty of making this an automated journey is that it just goes when triggered and you can test and fine-tune the timing.2525No Recommendation Engine,No ProblemYes,you can do this with a fancy recommendation engine that can advise

87、you on which upsell offer a customer is most likely to respond to.But if you dont have a fancy recommendation engine,you can just make an educated guess at which upsell offer will work best.Create the campaign,send it,and see how it does.If you have a large enough list,you could even A/B test two di

88、fferent upsell offers.Dont let lack of fancy tools hold you back from a campaign that could drive incremental revenue.Make This an Ongoing CampaignThis isnt a one-and-done email marketing program.Youll want to automate it,so that it is triggered either(a)by an individuals action or(b)on a regular ba

89、sis,or both.For instance:You might have this trigger automatically,after a positive interaction with your company(thinking:happy customers are more likely to respond to an upsell)But you could also trigger this series automatically,for anyone who meets the criteria,on an annual or twice-a-year basis

90、(just be sure to suppress anyone whos gotten it in the recent past)This way youre constantly upselling,without manually triggering email messages on an ongoing basis.Bonus:when you do resend to this clicked didnt convert group you rarely see unsubscribes or spam complaints(which are common when you

91、resend to groups who showed less interest in the initial email).2626Testimonials Help Make the CaseTestimonials should be a key component of any promotional campaign you do upsell or otherwise.Why?Because when a customer says glowing things about your services it means more than when you say it.Its

92、third-party validation,its someone vouching for you,its powerful.And its not that difficult to gather testimonials.Asking for general feedback is okay;but asking open-ended questions which require a detailed answer,not just yes or no,is better.People like to share their experiences.If they have a ba

93、d experience,theyll gladly share it with friends,unprompted.For testimonials,you need to prompt them to share positive experiences theyve had with your brand and your team.MAKE THE UPSELL A NO-BRAINERYears ago I was a marketing manager for a financial advisory service we provided advice on options t

94、rading.When to buy,when to sell.It was a subscription-based service you paid an annual amount to get our emails and access to our website.After each successful trade,each trade where our subscribers should have made at least twice the cost of the annual subscription price,Id send a blanket renewal.A

95、 blanket renewal is an offer to all subscribers,regardless of their expiration date,to renew their subscription.Our conversion rate on these was amazing we had people who werent going to expire for more than 12 months renewing for an additional year.We were hitting them at the right time.Theyd just

96、made a lot of money on the trade theyd had a very positive outcome thanks to our service.So signing up for another year of our service was a no-brainer,especially since it cost a fraction of the profit theyd made on the trade.2727Customer Referral JourneyIn the last section,we talked about the power

97、 of testimonials.Customer referrals are testimonials that come to life;theyre even better than traditional testimonials because they are personal.Heres how to create an effective customer referral program that runs on an ongoing basis.2828Key Subscriber Journey:Customer ReferralKey Subscriber Journe

98、y:Customer ReferralThe key to success here is the content of the messages;its in how you ask for the referral and how easy you make it for your customer.A formal referral program is great,but its not a critical element of success here.Basic Email JourneyTheyve been a valued customer and they probabl

99、y have friends and family members who would be qualified prospects for your services and the relationship.You can trigger this campaign automatically to keep your pipeline full of qualified referral leads all year long.2929No Formal Referral Program,No ProblemA formal referral program is great,but t

100、hey can take time and resources to set up and administer.Dont let that stand in the way.Its easy to ask for a referral,and many times happy clients wont expect anything in return for sending prospective customers your way.That said,if you can track referrals that become clients back to the source,it

101、s nice to send them a thank you email,and maybe even an Amazon gift card.You can even put this informal program in place and use the learnings once you launch your formal program.Live events are more work than on-demand videos but they are well worth it.And once you have a template,the journeys aren

102、t difficult to set up.Think Outside the Email BoxWe all love email marketing thats why youre reading this!But email isnt the only channel out there.This is a time when adding in some SMS/Text efforts can improve your response rate.And this is one of those times.You could text key clients a note and

103、a link that they could copy and paste to share with their friends via SMS/text.Instead of a landing page with info,the link could take them to a page to schedule a time for a call with your rep.In general,SMS/Text is good for Timely follow-ups to a web visit or a phone conversation.Quick response an

104、swers,like yes or no questions or even to provide feedback on a scale of 1 to 10 Brief,urgent reminders,like for deadlinesJust be sure that you can accept replies via SMS/text its got to be two-way communication to be effective.And always include a note about how to unsubscribe.3030Give Them a Reaso

105、n to Recommend Your OrganizationContent is king here the success or failure of your referral campaign rests on how you ask.Remind the client of the benefits of working with your organization;even better if theres a recent successful interaction that you can reference.Also,speak to them about the adv

106、antages of working with you do you have higher customer satisfaction scores than competitors?Lower rates?A wider variety of services?What sets you apart from the rest?.Asking for a referral without making the case for the referral will impact your ability to be successful.MAKE SURE THE CLIENT ISNT U

107、NHAPPYI recently worked on an email journey to capture feedback from customers after a transaction or interaction with my financial services client.Many of these that I receive have a link that goes directly to a third-party site,like Yelp or Google,to leave a rating and a review.I decided not to do

108、 that here.Instead we added an interim step the email subscriber would click on a rating in the email,but where they were send would depend on what they clicked.If they were happy,theyd go directly to the third-party site.But if they were neutral or unhappy with the service they received,they would

109、be sent to a landing page we set up.We asked more about the issue and promised to have someone follow-up with them.Yes,it was a good way to keep bad reviews and ratings off third-party sites.But more importantly,it was a way to protect the brands reputation.Unhappy customers happen;you can t avoid t

110、hem,but you can work to address and correct whatever went wrong right.31Jeanne is the Founder and CEO of Email Optimization Shop,a consultancy focused on optimizing bottom-line email marketing performance with strategic testing.She is also General Manager of the Only Influencers community of email i

111、ndustry professionals,Chair of the Email Innovations World conference,and an Adjunct Professor in the Master of Integrated Marketing program at the Georgetown University School of Continuing Studies.Her direct response approach has helped B2B,B2C,government,non-profit and other clients including AAR

112、P,Capital One,Hasbro,National Education Association,New York Times,Scholastic,UPS,U.S.General Services Administration,Verizon,and the World Bank.Jeanne earned her MBA from Georgetown University(Hoya Saxa!),and she is an avid hockey fan(Lets Go Caps!).Learn more,read Jeannes blog and opt-in to the Em

113、ail Optimization Shop email newsletter at https:/.About the AuthorJeanne Jennings is a recognized expert in email marketing and a sought-after consultant,speaker,trainer,and author specializing in email marketing strategy,tactics,creative direction,and optimization.She helps organizations make their

114、 email marketing programs more effective and more profitable.32About MarigoldMarigold is the messaging and loyalty solutions platform dedicated to helping brands find their people,really get to know them,and turn them into superfans.From email to SMS to loyalty programs to zero-party data acquisitio

115、n and beyond,Marigold offers comprehensive solutions that support the entire customer lifecycle,making it easy for brands to grow the relationships that grow their business.Today,bringing together Campaign Monitor,Cheetah Digital,Emma,Liveclicker,Sailthru,Selligent,and Vuture under one banner,Marigo

116、ld is helping 40,000 brands deliver ultra-personalized customer experiences at scale.LEARN MORE 5stepsforselectingtherightemailmarketingplatformforfinancialservicesHowtolevelupyouremailmarketingwithA/BtestingWhygamificationisawinningstrategyforsavvymarketersConnect with uswww.MeetM|Follow us on Link

117、edIn33Where relationships take root.Marigolds approach to Relationship Marketing stands alone in a world of one-size-fits-all marketing technology companies.Our solutions are designed for your specific size,industry,and maturity,giving you the technology and expertise you need to grow the relationsh

118、ips that grow your business,from customer acquisition to engagement to loyalty.And,with a team of strategists that provide insights into whats working,whats not,and whats changing in your industry,youre able to maximize ROI every step of the way.Great marketing isnt just about conversion,but true connection.Learn why 40,000 businesses around the world trust Marigold to be the firm foundation they need to help relationships take root.Find out more at MeetM