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LONDON, ENGLAND, June 12, 2019 /24-7PressRelease/ -- StoneShot, a leading provider of financial email marketing and event management technology and services, today released its quarterly State of Financial Marketing Report. The report analyses more than 149,000 campaigns sent to Professional Investors from StoneShot's app from 2010-2018, across 125 clients globally, and uses its data to share tips for financial marketers to optimise their email marketing campaigns.
Rumours of Email's death are greatly exaggerated
The report outlines the major email marketing trends impacting financial marketers in 2019. It stresses that email marketing is far from being dead, as some in the marketing industry have claimed. Rather, it is the preferred method of communication for most Financial Investors. Email marketing efforts will continue to supplement social media promotion, and through a marriage of the two, social media makes email marketing even stronger than before.
Personalisation the guiding beacon for financial marketers
Today, financial marketers are using email to create valuable 1:1 interactions with their audiences to build trust and, ultimately, increase conversions. Key data from the report highlights the many components of building personalised communications:
• Sender names matter. Using a personal name when sending an email resulted in an open rate of 26.4%, while using team and branded sender names had lower open rates (14.1% and 11.4%, respectively).
• Subject lines should be personal, but brief. Creating a personalised subject line, such as one that includes the name of the readers or personalised content they'd be interested in, boosts the open rate 43%. Subject lines that have between two and six words showed the highest open rates.
• Segmentation works. Email distribution lists with less than 500 contacts perform best, so segmenting data and separating topics, interests, and engagement levels will result in higher engagement.
"From new data regulations, to technological updates, to evolving client demands, the role of a digital marketer has only become more challenging," said Gavin John, CEO of StoneShot. "However, as the analysis indicates, data analytics and automation have come a long way in improving email marketing effectiveness. Personalisation is now the name of the game, and keeping clients and prospects engaged with your brand depends on how and when you're engaging with your audience."
StoneShot is an email marketing, marketing automation, and event management platform provider for financial services marketers. Founded in 2001, we offer technology, insights, and agency services financial marketers need to succeed. Our intuitive platform and in-house team of strategists, designers, developers, and account specialists offer the flexibility to get each client where they need to be in their digital transformation journey and achieve their business goals. We work with leading brands including Barings, HSBC, Invesco, and UBS, and have offices in London, New York, Milan and Paris.
To learn more about us, visit www.stoneshot.com.
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