Direction Series  New From Synergistics

Overview

E-mail can be a communication powerhouse for finacial services organizations.  Banks are looking to optimize their e-mail programs to improve customer service and capitalize on sales opportunities.  However, rampant spam, as well as online fraud and identity theft, make the environment for e-mail challenging. [D67]

Strategic Questions

• What is the incidence and frequency of households receiving e-mail marketing from financial institutions?
• How do consumers respond to financial e-mails? Do existing providers have an advantage?
• Why do consumers delete financial e-mails?
• How often should financial marketing e-mail be sent?
• What percentage have obtained accounts in response to e-mails?
• What is the overall attitude toward receiving financial e-mails?
• Can e-mail be used for customer service and account management?

List of Exhibits

1. Household Receives E-Mails from Financial Institutions
2. Weekly Volume of Financial-Related E-Mail Received
3. Impact of Provider Relationship on Response to Financial E-Mails
4. Reasons for Deleting Financial E-Mail
5. Reasonable Frequency of Financial E-Mail
6. Obtained/Applied for Financial Account/Service Resulting from Receiving E-Mail
7. Type of Account Applied for in Response to E-Mail
8. Overall Attitute Toward Financial E-Mail
9. Experience with Customer Service E-Mails from Financial Institutions
10. Extent Receive Financial-Related Direct Mail
11. Extent Receive Financial-Related Telemarketing by Household Income