I haven’t heard much about newsletters these days. Maybe it’s because the good old fashioned newsletter just doesn’t seem as exciting to talk about as AI-powered marketing automation technologies. That may be true, but email newsletters, however—as far as I am concerned, at any rate—are still a cornerstone of a bank’s digital marketing strategy.
Why? Unlike social media, although critically important as well, the newsletter offers a direct (and personal) line to customers. And by providing its reader with valuable insights and news, a newsletter is exceptional at building trust, and fostering long-term relationships. In the financial services space—where consistent, trusted communication is crucial and consumers are bombarded with marketing messaging—a good ol’-fashioned, well-crafted email newsletter can truly set your bank apart. After all, as the ABA Banking Journal article, Why Having An Email Marketing Strategy is Important For Community Banks, points out, “email is the only place where people, and not algorithms, decide what they see.” Do email newsletters work? Studies suggest that delivering timely, personalized newsletter content can increase customer retention by 15% to 20%, as customers feel more valued and informed.
Here are four simple rules to live by when creating your next email newsletter:
1.Make it personal
As Will Shakespeare once said, “know thy audience.” (NOTE: No, he didn’t really. But he could have—he certainly knew his audience well). Effective newsletters start with a thorough understanding of your audience. Community banks serve diverse customers, each in their own stage of life, each with their own unique desires and needs. A young professional, newly married and starting a family, for instance, will certainly have different financial concerns than a retiree managing long-term savings. To tailor content successfully:
- Segment your audience: Use data to group customers by demographics, behaviors, and needs.
- Personalize beyond just the name: Tailor your content to your audience, don’t simply use the recipient’s name in a greeting. And include content that is relevant to your reader. That young, newly married professional might be interested in guidance on making a first home purchase, while the retiree would probably be more interested in an in-branch workshop on investing and investment products.
When your newsletters address the distinct financial goals of each segment, they become more relevant, impactful, and productive. The strength of your newsletter lies in providing content that, as we mentioned above, addresses a customer’s unique needs. In banking, content options can include:
- Educational guidance: Offer actionable advice, such as retirement planning tips, mortgage comparisons, or credit management strategies.
- Timely news updates: Share relevant market news, economic trends, or regulatory changes that may affect customers’ finances.
- Expert perspectives: Showcase the thought leadership prowess of your bank’s leadership through articles crafted by your in-house financial specialists.
- Product info and promotion: Introduce relevant products or services with clear explanations of their benefits. Incorporating links to additional information on your website is a great way to keep customers informed and possibly convert. But, do it subtly.
2. Make a professional, on-brand presentation
Your newsletter’s design directly influences how it’s perceived. When designing your newsletter, be credible, consistent, and professional. Remember, a well-designed newsletter not only looks professional, but also improves reader engagement.
- Make branding consistent: Use your bank’s colors, typography, and logo consistently. This helps reinforce your brand’s recognition.
- Keep layouts clean: Avoid clutter by using structured layouts, clear headings, bullet points, and white space to guide your readers through your content.
- Optimize for mobile: With many customers reading on mobile devices, responsive design is essential to ensure readability on any screen.
3. Use clear, actionable CTAs (Calls to Action)
Every newsletter should guide readers toward a next step. Effective CTAs turn reader interest into measurable action.
- Be direct: Use concise, action-oriented language such as “Apply Now,” “Download the Guide,” or “Schedule an Appointment.”
- Place CTAs strategically: Place CTAs where they make sense—directly following related content.
- Test and optimize: A/B testing can help you evaluate which CTA styles and placements yield the best outcomes. For useful info on A/B testing, visit Neil Patel’s blog, What is A/B testing?
4. Track, measure, and massage your message
Strong newsletter programs evolve through continuous analysis and refinement.
- Monitor metrics: Evaluate open rates, click-through rates, and conversions to measure performance.
- Gather feedback: Ask readers for input through surveys or reply prompts.
- Refine strategy: Use these insights to focus on topics and formats that consistently drive engagement.
In short…
By combining audience insight, valuable content, professional design, personalization, and strategic calls to action, community banks can utilize email newsletter campaigns to strengthen relationships and reinforce their brand. And, do it in “the only place where people and not algorithms decide what they see.”
Bank Marketing Center
We’re Bank Marketing Center, the leading, subscription-based provider of automated marketing services to community banks. Our goal is to help bank marketers with topical, compelling communication with customers that builds trust, relationships, and revenue. And we do this through automating critical bank marketing functions, such as content creation, social media management, digital asset management and, of course, content routing. All of which contribute to a community bank’s ability to create and distribute content that drives business— without fear of fines, brand damage, or fleeing customers.
We also want to share what we know—and learn along the way—with all our community banking friends. Whether it’s content focused on the latest on AI technology, suggestions on how to attract and retain top talent, or the importance of data protection, we’re here to make bank marketing the best that it can be.
Want to learn more about what we can do for your community bank and your marketing efforts? You can start by visiting bankmarketingcenter.com. Then, feel free to contact me directly by phone at 678-528-6688 or via email at nreynolds@bankmarketingcenter.com. As always, I welcome your thoughts.