Your 101 Guide About Direct Marketing for Financial Services
The focus of this post is how financial service marketers can create great experiences that set their financial institutions and platforms up for success
April 28, 2020
Financial marketers have always faced a challenge of competing in a highly saturated market. With so many options for both physical and digital platforms in terms of bank accounts, credit cards, loans, and other services that may scatter a person’s “digital wallet,” it can be difficult to reach customers at the right time with the right financial services. And with today’s economic disruption, there is a renewed need for your financial institution to stand out and help your customers. This can be easily done with the help of direct marketing.
Direct marketing is a method of marketing that involves communicating with potential customers directly through various communication channels, such as email, direct mail, telemarketing, and social media. In the financial services industry, direct marketing can be an effective way to generate leads, increase customer loyalty, and drive revenue.
What is Financial Services Direct Marketing?
Financial services direct mail marketing is a marketing technique used by financial companies to market their product or services to their customers. Direct marketing for banks combines the tracking capabilities of digital marketing with the personalization and tangibility of direct mail marketing.
Financial services direct marketing is a marketing strategy used by companies in the financial industry to reach out to potential customers and promote their products and services through various channels, such as email, social media, direct mail, and telemarketing
Importance of Financial Services in Direct Marketing
The goal of financial services direct marketing is to generate leads, drive sales, and build long-term relationships with customers. Companies in the financial industry use various marketing techniques, such as personalization, segmentation, and multi-channel marketing to make their direct marketing campaigns more effective and targeted. Some common examples of financial services direct marketing include credit card offers, loan offers, investment offers, insurance offers, financial planning services, financial newsletters, and credit reports.
Financial services direct marketing is a cost-effective way for companies to promote their products and services, as it allows them to reach a large audience at a relatively low cost compared to traditional advertising methods. Moreover, direct marketing campaigns can be easily tracked and analyzed, allowing companies to measure the success of their efforts and optimize their strategies accordingly.
Direct Financial Marketing tips for businesses
- Know your audience: It is essential to understand your target audience, their financial needs, and their preferred communication channels.
- Provide value: Offer information and resources that are relevant to your target audience, such as financial planning tips, investment advice, or industry insights.
- Personalize your communication: Use personalized messaging and language that resonates with your target audience.
- Use a clear call-to-action: Encourage your audience to take action by providing a clear and compelling call-to-action, such as scheduling a consultation or signing up for a newsletter.
- Measure your results: Track your results and adjust your strategy as needed to ensure you are reaching your goals.
Direct Financial Marketing Strategy:
- Email marketing: Send targeted emails to your audience with personalized messaging, relevant content, and clear calls-to-action.
- Direct mail: Send physical mailings to your target audience, such as postcards, letters, or brochures, with personalized messaging and relevant content.
- Social media marketing: Use social media platforms, such as LinkedIn or Twitter, to engage with your target audience, share content, and build relationships.
- Telemarketing: Call potential customers directly to offer your financial services, answer their questions, and schedule appointments.
- Content marketing: Develop informative and engaging content, such as blog posts, whitepapers, or webinars, to attract potential customers and build brand awareness.
Benefits of Direct Marketing in Financial Services
The financial services industry includes financial advisors, banks, mortgage companies, brokerage firms, and other organizations that have physical offices and require people to visit. A digital ad may not persuade people to do so as without a personal touch it gets tough to create confidence in people’s minds. Let’s discuss some of the benefits of financial direct mail marketing here.
- Evokes Tradition & Stability
According to the Data & Marketing Association, three-quarters of customers prefer physical mail. The direct mail is definitely not the fastest way to reach someone, but it has been around for a long time, and people trust it. That is why financial services providers must adapt direct mail marketing to get significant benefits to calm uneasy clients.
- Personalization & Cross Generation Appeal
Direct mail response rates for financial services are 90% as it appeals to both seniors and millennials—making it something of a rarity in contemporary marketing. In fact, if statistics are to be believed 75% of direct mail recipients can easily recall a brand, while only 44% can do so after viewing a digital ad. Not to mention, 92% of millennials are influenced by direct mailers as they find it exciting and new.
Direct mails are still the first choice in the world of marketing. If you want to use direct mail financial services, get in touch with Compu-mail experts. We can help you send customized direct mails that make the audience feel special and valued at affordable rates.
- Inspires Trust & Education
Direct mail helps dispel myths about what financial advisors do as direct mails are something to peruse, unlike digital marketing. Direct marketing for banks can help make a strong brand impact on consumers by using a glossy rack card or brochure allowing you completely control how your image is presented.
Besides, here are some other benefits of Direct Marketing:
- Generate leads: Direct marketing can help you identify and reach potential customers who are interested in your financial services.
- Build relationships: By providing valuable information and personalized communication, direct marketing can help you build trust and relationships with your target audience.
- Increase customer loyalty: By staying in touch with your existing customers through direct marketing, you can increase customer loyalty and retention.
- Drive revenue: Direct marketing can help you promote your financial services and drive revenue by converting leads into customers.
- Cost-effective: Direct marketing can be a cost-effective way to reach a large audience, especially compared to traditional advertising methods.
- Targeted Marketing: Direct marketing allows you to target your marketing efforts towards specific demographics and personas, increasing your chances of conversion.
- Increased Brand Awareness: Direct marketing helps build your brand's awareness and helps you stay top-of-mind for your customers and prospects.
- Cost-Effective: Direct marketing can be a cost-effective way to promote your financial services. It allows you to reach a large audience at a relatively low cost compared to traditional advertising methods.
- Measurable Results: Direct marketing campaigns can be easily tracked and analyzed, allowing you to measure the success of your efforts and optimize your strategy accordingly.
In a nutshell, direct marketing can be an effective way to generate leads, build relationships, increase customer loyalty, and drive revenue in the financial services industry. By using targeted and personalized communication, relevant content, and clear calls-to-action, you can reach your target audience and achieve your marketing goals.
Types of Financial Direct Mail
There are various types of financial direct mail that companies in the financial industry use to reach out to their potential customers. Here are some common types of financial direct mail:
Credit Card Offers:
Credit card companies often use direct mail to send pre-approved credit card offers to their potential customers. These mailers typically contain information about the credit card's benefits, rewards, and interest rates.
Financial institutions use direct mail to promote various types of loans, such as personal loans, home equity loans, and auto loans. The mailer typically highlights the loan's benefits, interest rates, and payment options.
Investment firms use direct mail to promote investment opportunities, such as mutual funds, stocks, and bonds. The mailer typically contains information about the investment's performance, risks, and fees.
Insurance companies use direct mail to promote various insurance products, such as life insurance, health insurance, and car insurance. The mailer typically contains information about the insurance coverage, premiums, and deductibles.
Financial Planning Services:
Financial planning firms use direct mail to promote their services to potential clients. The mailer typically contains information about the firm's services, expertise, and qualifications.
Financial Newsletters: Financial institutions use direct mail to send financial newsletters to their customers and potential customers. The newsletter typically contains financial news, tips, and advice.
Credit reporting agencies use direct mail to send credit reports to their customers. The mailer typically contains the customer's credit score, credit history, and other relevant information.
Overall, financial direct mail is an effective way for companies in the financial industry to promote their products and services, reach out to potential customers, and build strong, long-term relationships.
Why is Direct Mail Effective in the Financial Services Sector?
Did you know that the average lifespan of an email is 17 seconds vs 17 days for direct mail, making direct mail extremely effective for marketing in the financial services industry? Let’s talk about some of the many reasons for direct mail effectiveness in financial services sector.
- Nonrestrictive Advertising
The financial services industry have got complex proposals and propositions that are often multi-layered and are written in complicated financial terms, making it difficult for the companies to communicate about their services in a simplified manner.
Unlike digital marketing, direct mail works effectively for the financial field as there are no restrictions on the way you present your direct mail. Direct mailers are not limited to seconds where you have to narrate everything with various restrictions. Therefore, direct mails provide an unrestricted and flexible way of marketing.
- Tangibility and Trust-Building
Building credibility and trust among the masses, working on reputation and public awareness are some of the many essentials operations of the financial institutions. Direct mails are tangible and can be well-crafted to win over people’s trust and create confidence. With the help of targeted mailing lists, you can reach to a specific class of people. For instance, a bank or a financial advisor can easily reach out to millennials or youngster who are setting up a career, starting a family, buying a house or a vehicle, taking insurance plans, and most importantly, saving. It is very likely that the personalized target mails can help convert these youngsters into customers if advertised in the right manner.
Personalization is the key to conduct a successful direct mail marketing campaign. With the help of variable data printing, every direct mail can be personalized. Compu-Mail can help you resonate with your audience effectively in no time. We hold expertise to customize your designs, offers, texts, and CTA – as per the demographics that you have.
- Lifetime Value With Better Control
Direct mails can help financial institutions get customers that will stick with them for life and give value to their business. Online advertisements attract non-reliable leads that might never be converted. But, with the level of personalization and connection that direct mails provide – getting customers for life becomes easier and realistic.
Moreover, conversion rates are higher in direct mailing as financial institutions can control what is being sent, to whom it is being sent, etc.
Financial Marketing Experiences
With so many people experiencing layoffs, furloughs, and other disruptions to their ability to work and feed their families, finances are currently strained and stress-levels are high.
Here are a few things to keep in mind:
Clearly indicate the hours you are open and what precautions people should take when visiting you in person (wearing a mask, maintaining social distance while standing in line, etc.) While online banking, bill pay, and other online services are in huge demand right now, they do not work for everyone.
For remote services, provide your customers with simple and secure ways to access their account information and complete certain transactions from their homes. If you are able to provide real-time customer service support, make it easy for them to contact you.
This is a great time to strengthen connections with your customers by offering to help them through this tough time. When you act as a helpful resource now, you may prove your value as a one-stop shop for many of their financial services, and this may encourage them to expand the relationship with you.
When it comes to their account information, people simply cannot afford to take losses from a lack of security right now. They also cannot afford to wait for important updates on their financial conditions. Turnkey email and direct mail programs are essential for helping consumers understand and stay on top of their financial situation.
As with any recession, this will have a long-lasting impact on people. More and more people will put money into savings accounts and rain day funds in case something like this happens again.
People might be reluctant or even afraid to make large purchases for a while, worrying that they may get into a situation where they cannot pay it back. Businesses will need time to recover and gain back clients, and it may be a while before employment rates recover.
Providing ongoing support and helping consumers understand their options to consolidate their accounts will go a long way toward building deeper relationships.
In terms of communication, the shift to digital will likely stay for most, though you many people still prefer face-to-face interactions and print communications. (And depending on regulations, there are some communications that have to be in print.)
How Financial Institutions help Customers?
The current disruption is causing everyone to feel overwhelmed in general, and the stress of their finances, in particular not knowing what their financial future holds, can add to that stress. This will have a long-term impact on the economy and how people save and spend their money.
As the market becomes more saturated than ever with financial institutions and platforms jumping at the opportunity to compete for the same business, money remains a sensitive topic that causes a lot of pressure on the consumer.
While it is helpful to know there are options to refinance loans, consolidate debt, etc., it may be overwhelming to hear about it right now when they are focused on keeping food on the table and meeting other important needs first.
As people are forced to adapt technology that they may not already have, there is a learning curve with it, which opens up many vulnerabilities. Add that to hackers looking to scam people out of their stimulus money, and data security becomes the forefront priority. When it comes to the delivery statements and notifications, stringent requirements must be met and production must be seamless.
With all of this in mind, the question is: In today’s digitally competitive market, how can financial service marketers create great experiences that set their financial institutions and platforms apart amidst the noise to get the attention you deserve? The answer is financial service direct marketing.
The Bottom Line
Everyone is dreading their current and future financial situations. Helping consumers understand their options and acting as a foundation for support will go a long way toward building trust. Direct mailing is classic and people still love it, providing a reason for financial services companies to use this method.
Looking for a provider for your critical communications? Let us know - we hold SOC 2 - Type 2 and SOC 3 certification and can help you with even complex secure projects. Our experts give financial companies the freedom and opportunity to get creative, decide the design of the direct mail for financial services, the campaign’s size, and other things.
Bonus: Financial Services Direct Mail Samples & Templates
Financial Services Marketing – Short-Term Postcard Example
Financial Services Marketing – Long-Term Postcard Example
This post was published as part of the new series, “The Future of Direct Marketing”
C-M Bank is a fictional bank that was made up for the purposes of these examples.
Q: What is direct mail in financial services marketing?
A: Direct mail is a marketing technique that involves sending promotional materials, such as postcards, letters, or brochures, to potential or existing customers through the mail.
Q: How can financial services companies use direct mail marketing?
A: Financial services companies can use direct mail marketing to reach potential customers with targeted messaging, promote their services, and drive revenue growth. Direct mail can be especially effective in financial services marketing because it allows for personalization, has a tangible quality that can increase response rates, and can help to build trust and credibility with potential customers.
Q: What are some best practices for using direct mail in financial services marketing?
A: Some best practices for using direct mail in financial services marketing include understanding your target audience, creating a targeted mailing list, personalizing your messaging, using clear and concise language, highlighting the benefits of your services, including a clear call-to-action, and measuring and analyzing the results of your campaign.
Q: How can financial services companies ensure compliance with regulations when using direct mail marketing?
A: Financial services companies must ensure compliance with regulations such as the Fair Credit Reporting Act (FCRA) and the Gramm-Leach-Bliley Act (GLBA) when using direct mail marketing. This includes obtaining consent from customers before using their personal information for marketing purposes, providing opt-out options, and using secure systems and processes for managing data.
Q: What are some examples of direct mail campaigns for financial services companies?
A: Some examples of direct mail campaigns for financial services companies include sending personalized offers for credit cards, mortgage refinancing, or investment services to targeted individuals based on their financial profiles or life events such as marriage or retirement. Direct mail can also be used to promote financial education resources or provide updates on account information to existing customers.