One of the sites I regularly keep tabs on is Smith-Harmon and their Retail Email Blog. The site is chock full of practical advice and whitepapers on what you should and shouldn’t be doing from an email marketing perspective.
Although the site isn’t specifically financial services related, I like to try and keep tabs on digital marketing in the retail space simply because successful online campaigns in that space are often planned along strict ROI lines.
One of Smith-Harmon’s most interesting recent whitepapers is the Retail Welcome Benchmark Study. This covers topics such as:
- Deliverability
- Expectation setting
- What you should display in the ’sender’ area
- Engagement opportunities
- Examples of good & not so good welcome emails
If you would like guidance on how your emails should be put together this site and its myriad whitepapers are definitely worth a look.
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