Survey by Economic Intelligence Unit sponsored by Lyris to gain insights into the trends & recommendations on how banking industry marketers can deliver what consumers want. Download the complete survey at http://landing.lyris.com/mind-the-digital-marketing-gap-detail-report-on-the-banking-sector-US?source=70170000000izlx

1. Digital Marketing Brief
Survey Reveals Email
Marketing Insights for
the banking Industry
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After a turbulent few years, the banking industry is working to regain trust.
In this era of heightened expectations for transparency and relevancy – intensified
by exploding media choices – consumers are increasingly assuming control of
their relationships with their financial services providers. Therefore, it’s imperative
that banking industry brands distinguish themselves by delivering exceptional
customer interactions that optimize relationships and rebuild trust. Customer
retention has never been more important, or more difficult to manage.
These challenges require marketers to deeply understand consumers’ online
behavior and preferences across digital marketing channels, and map marketing
strategies, tactics, and budget to meet these needs.

2. Summary
Lyris recently sponsored a survey by The Economist Intelligence Unit (EIU) to examine trends in digital marketing
and identify any gaps in understanding between consumers and marketing executives in various industries, including
banking. The EIU survey indicates that while marketing executives in the banking industry are making an effort to
invest in current customers, they lag behind other industries in presenting consumers with what they want.
Key Takeaway – Integrate to Engage
• Customer retention is now cited as the top marketing goal by 42% of executives, a significant jump from 23% five
years ago (and much higher than the industry average, shown in survey findings at 28%).
• Banking lags behind other industries in moving beyond personalization to individualized offers, with difficulty
interpreting big data cited as the biggest obstacle (44%) for adopting an effective marketing strategy.
Key findings from the consumer point-of-view include:
• 41% of consumers seek to engage with banking brands via company websites; third-party websites are next in line
(21%), followed by email (20%).
• Email was listed as the top channel for pre-purchase communications and post-purchase assessment (by 37% and
59% of respondents, respectively).
• 6% of consumers prefer to engage with banking brands using mobile apps, double the all-industry average, yet
investment in mobile email marketing is less than other industries.
The consumer findings have a couple of significant implications for banking executives. First, because email is a
preferred means of communication for consumers, marketers should be sure to employ effective email marketing
best practices related to deliverability, testing, and dynamic content. In addition, marketers need to create messages
and select digital channels that make the most impact in a particular phase of a consumer’s buying journey; during
post-purchase, for example, marketers should focus on highly personalized emails.
Using email list management software like that from Lyris can help in providing authentic product information and
personalized deals based on consumer behaviors across websites and campaigns, and support proper email campaign
management to help avoid sending high email volumes and list fatigue. To learn more about how Lyris solutions can
help, visit www.lyris.com/solutions.
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About Lyris Inc:
Lyris (@Lyris ) is a leading global provider of digital marketing solutions that help companies engage with customers
in more meaningful ways. Lyris products and services empower marketers to design, automate, and optimize datadriven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver
measurable business value. Lyris’ high-performance, secure, and flexible digital marketing platforms improve
marketing efficiency by providing automated digital message delivery, robust segmentation, and real-time digital
channel analytics. The Lyris solutions portfolio is comprised of both in-the-cloud and on-premises offerings – Lyris HQ
and Lyris LM – combined with customer-focused services and support. More than 5,000 companies worldwide partner
with Lyris to manage and execute sophisticated digital marketing campaigns across email, social, Web, and mobile
channels. Learn more at www.lyris.com.
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