Faster than Checks, Better than Cash

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Keeping with yesterday’s financial theme, I recently received a triggered offer from my bank with the subject line – Faster than Checks, Better than Cash. The message was promoting their new check card, the content listed card features and how convenient it would be for me.

Turns out that that this offer was triggered by my actions – I made two withdrawals from an ATM close to my home over the course of seven days, typically I withdraw money about once a month. After speaking to my good friend, the email marketing manager, I learned the bank automatically scheduled this campaign for customers who have more than one withdrawal in a two week period. Additionally, the bank removes everyone who already has that particular product.

On a separate occasion, I was waiting in a branch line for about ten minutes. I wasn’t upset and didn’t even comment when it was my turn at the window, but that evening I got an email from the local branch manager – apologizing for my wait and asking me to take a survey. This was also a triggered email, set by the teller – she recognized me and wanted to acknowledge me by flagging the email marketing platform to send me a message.

These targeted, transactional emails have been a good way for the bank to get their customers to pay attention to their messages. Sending useful information on the heels of an action gets customers to pay more attention to especially when mixed with traditional offers and useful information… see where you can incorporate similar, transactional messages into your program.