Leverage’s e-Volution e-Mail Campaign Garners 65 Per Cent Open Rate from Among Thomaston Savings Bank Customers
An email campaign crafted to introduce customers of Leverage Marketing Group’s Thomaston Savings Bank client to a new set of improved digital banking services, resulted in a 65 percent open rate among recipients.
“This open rate represents an increase of 32 points* above the industry average for the finance category,” noted Leverage’s CEO and General ManagerTom Marks. “We attribute the high open rate to the bank’s highly loyal customer base engendered over the years as well as simple, straightforward creative messaging with an engaging promotional hook,” Marks concluded.
Thomaston Bank’s executive team recognized that technology continues to be an increasing, vibrant force in the everyday lives of its customers and sought to upgrade a number of systems offering customers a wealth of new features and options to make the banking experience more convenient and easy.
The Thomaston Bank e-Volution of services includes enhanced online banking with simplified navigation, mobile deposits, tablet banking, easy-to-read month-end statements with helpful summaries, real-time transactions, and more. The improved set of transaction options for Thomaston’s customers includes in-person, over the phone, online, or through a mobile device.
*Source Silverpop 2013 Email Marketing Metrics Benchmark Study