Smart Questions Mean Smarter Marketing when Selecting an E-Mail Alert Service

Ron Daly, DigitalMailer, Inc.
October 21, 2005

Those of us in the financial business know that, more and more, consumers are warming to the idea of receiving e-mail messages from their bank or credit union. That’s good news. As a channel for talking up new products or getting important information out to members, e-mail alerts are the quickest, most convenient, and least expensive tool around. But does that mean we should take every opportunity to reach members via e-mail?

Probably not. Let’s face it: Not every e-mail message your credit union creates will appeal to all members. In today’s over-stimulated, time-sensitive, and tech-savvy marketing environment, sending e-mail messages as if they are form letters is not effective – it’s just annoying.

But, unfortunately, it’s easy to fall into a trap of overusing e-mail simply because it’s a fast, easy, and cheap way to promote products. And to make matters worse, some e-mail alert service providers are fueling that notion. All the more reason to partner with a provider that understands e-marketing from a more global view, recognizing the potent power of sending selective e-mail.

So, what should you look for when considering an e-mail alerts program? A good first step is comparing the two most common distribution methods: the “all-or-nothing” permission-based approach and the customized preference-based approach. If you opted for the second method, smart choice. When you let your members select the messages they want to receive, your credit union gains two valuable assets: credibility and members’ trust.

With a preference-based e-mail alerts service squarely in mind, what else should you consider?

1. Who carries the burden? Ask about the staff’s technology background and expertise. Does it have the experience to handle most of the work or will the bulk of the effort be relegated to your staff? Also, make sure your vendor provides active white-list management.

2. Will the details sink your marketing staff? Choose a service provider that knows how to deliver automated marketing processes, including e-mail address management.

3. Is the system template-driven? Make sure your vendor offers templates so sending e-mail alerts is easier on your staff. Does it offer a variety of message styles and templates? Can these templates easily be customized with your name and logo?

4. Is help available when you need it? Ask about help-desk procedures and service hours. More importantly, choose a vendor that is tech-savvy and understands both your industry and your members.

5. Is the program “opt in” or “opt out”? This is one of the linchpins of your e-mail service. Remember, by asking permission to e-mail alerts to your members, you become an invited guest, rather than an unwelcome nuisance.

6. Can you choose the types of alerts you want? Be sure to ask if the vendor’s software includes flexible fields that allow you to select which notification categories you want to offer members.

7. Can your members control what they receive? That’s the critical difference between preference-driven and permission-driven communications. Ask if the system puts your members in charge by allowing them to select and manage their own alert choices.  

As the popularity of e-mail alerts grows, so does the likelihood that your members’ inboxes will be swamped with messages – some that they want, but many that they don’t. This makes it all the more important to ensure that your messages truly fit their interests.

Asking smart questions will lead to smart choices when selecting an e-mail alerts service provider. The most effective e-mail program offers sizeable promotional value – when used wisely.

Ron Daly is president/CEO of DigitalMailer, Inc., which provides digital communication products. For more information, contact DigitalMailer at 866- 994-4900, or visit www.digitalmailer.com.