The Future of Direct Marketing: Financial Marketing Tips

The focus of this post is how financial service marketers can create great experiences that set their financial institutions and platforms up for success during COVID-19 and beyond.




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 through this dark time.

What does this mean?

  1. Money is a very sensitive topic for people, and it’s on everyone’s mind right now.

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.

  1. Data security is more important than ever.

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: how can financial service marketers create great experiences that set their financial institutions and platforms up for success during COVID-19 and beyond?

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:

  • Make it easy to access your financial institution, whether it is in-person or remotely.

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.

  • Show how you can help.

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.

  • Provide comfort of account security.

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.)

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.

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.

Bonus: Direct Mail Templates

Financial Services Marketing – Short-Term Postcard Example


Financial Services Marketing – Long-Term Postcard Example


Editor’s Note:

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.

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