Digital Credit Marketing: 97% Email Deliverability… Really

October 5, 2020 Todd Hoover

Why Digital Credit Marketers Should Embrace Email

Consumers are relying more on digital channels during the pandemic, whether it’s work, shopping or banking. And if you are a financial institution it’s time to meet consumers where their attention lies — online. A campaign that optimizes email deliverability can support an effective digital strategy.  

In 2020, it’s time to pivot to email to drive engagement. Even as you’re reading this article, chances are high that your email is open on another screen or at least readily accessible to you. Email is with us all day and plays an integral role in our lives. We even say we’re ‘unplugging’ when we take some time away from it. 

All of this furthers the need for credit marketers to consider extending their campaigns to email. It’s less expensive, easier to test and provides a faster response. In fact, consumers may be so used to getting (and ignoring) credit offers in the mail that they may be surprised by a custom offer in their inbox.

How to Send Firm Offers of Credit via Email

How does digital credit marketing work? Can firm offers of credit or insurance be sent to Prescreen prospects via email? The answer is “yes.” And the process doesn’t have to be complex.

  • First, Prescreen lists are matched to email addresses based on well-developed match logic.
  • Then, email addresses are appended, and a two-step hygiene process is applied to optimize email deliverability.
  • Finally, the email list is ready for execution.

Extending firm offers to your Prescreen audience via email can reinforce your direct mail efforts. Or, you can save money by sending direct mail to a portion of your Prescreen list and email to the rest. Another option is to skip expensive direct mail entirely and reallocate your budget toward reaching a targeted Prescreen audience only via email.

Squeaky-Clean Email Hygiene is a Must

Let’s talk about hygiene. It’s the most critical part of the process for ensuring your emails reach the right inbox.

Our two-step scrub hygiene process guarantees 97% deliverability. Here’s how it works:

  • Initial scrub: This step screens out the most common email deliverability issues, such as invalid email formats, misspellings and spam trap suppressions.
  • Secondary scrub: Now we go deeper by examining toxic or undesirable emails, applying DMA “Do Not Email” requests and checking FCC wireless domains.

The expense of direct mail may only offer you one chance to make an impression. However, with Prescreen emails, you have 60 days to test, optimize and resend. That’s 60 days to verify open rates, change time of day, update email design and re-present offers.

If you’re seeking a cost-effective method for engaging and converting more consumers, then email should be part of your digital credit marketing strategy. Or if you’re struggling with deliverability for your Prescreen email campaigns, then try Equifax’s two-step scrub hygiene process.

If you’d like to learn more, check out our Enhanced Email for Prescreen resource sheet for additional details.

The post Digital Credit Marketing: 97% Email Deliverability… Really appeared first on Equifax Insights Blog.

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