New Email Habits & Trends Demand Fresh Financial Marketing Strategies

Consumers have a classic love-hate relationship with their email that financial marketers must recognize in framing their messages, research reports confirm. People often appreciate the news of offers that they receive from banks and other retail emailers. But they may cringe when checking their inboxes and see the volume of unopened messages. Reactions range from sighs to profanity to the out-loud chant "delete, delete, delete" as they render message after message forever unread. But consumers' mixed feelings about their personal emails, and their work emails as well, represent only part of what bank and credit union marketers must account for.