Financial Email Marketing Benchmark Report

Email continues to be a powerful channel for financial institutions as recipients demonstrated a willingness to receive and engage with financially focused messages. With a combination of increased message frequency...

Who you work with can be as important as the work you do. So say financial services marketers as collaboration continues to grow in importance in our annual survey. In fact, collaboration between marketing and compliance has become so important we’ll be measuring its impact in next year’s survey. Want a recap of this year’s survey? Read the report.

When we asked about measurement in our annual survey, we found that measuring ROMI has reached a near universal adoption rate: 94 percent of financial services marketers are measuring their ROMI, up from 71 percent in 2015. Yet, a majority of respondents are not maximizing their use of data and analytics, despite the fact that 98 percent say they rely on data and metrics to some extent to drive their marketing plans.