SVP, eMarketing Services
Are you forgetting this important part of Marketing Automation?
I’ve been leasing a mini-van for the past 3 years. As the end of my lease term approached, I began to receive emails & letters from the General Manager at the dealership incentivizing me to come in early – all well and good. So, this past weekend, we went in and leased a shiny new 2018 mini-van - we drove it home the same day.
As I was back in the dealership just a few days later to get my inspection sticker, I received another email from the GM imploring me to respond regarding my 2015 mini-van and enticing me with 2018 options. I had to chuckle because there I was, literally sitting in the dealership with my new 2018 lease and this email arrives while I’m right there.
And THEN, one day later I receive an email telling me my 2015 mini-van is due for service.
Being in the biz so to speak, I get it… it’s only been 3 full business days since my purchase, and sometimes the flow of updated data from system to system just isn’t that speedy. But I have to wonder, with all the hoopla about Marketing Automation, a set-it-and-forget-it mentality… doesn’t it backfire a bit when someone takes an action that would put them out of the cycle, yet they still continue to receive the pre-set messages?
Luckily, the email offer I received post-purchase wasn’t a better offer than the original! But what if it had been? And what if I was just a typical customer that didn’t understand the direct marketing business and the all-too-often latency of data? I might feel marginalized as a customer, especially after such a big purchase.
Marketing Automation sure sounds great, and turnkey once you map it out and set up messaging & sequences. Just don’t forget to include plans for handling cycle-ending triggers (as quickly as possible).
Now back to my new mini-van … there are 4 cupholders all for me!
According to Return Path's newest benchmark study, higher Sender Scores correlate with increased inbox delivery for all email marketers. For financial institution marketers, the good news is that, even with an average Sender Score of 89, they still enjoy a 94% inbox delivery rate, tied for the highest among all verticals.
The better news for ClickRSVP's clients: the combined Sender Score for our sending servers average a stunning 98.4. This puts our delivery metrics among the highest in the industry. It's no wonder that ClickRSVP clients enjoy consistently solid campaign success.
The study - available at https://returnpath.com/downloads/2017-sender-score-benchmark/ - was based on more than 4 trillion messages from 17,000 senders in 2016. It analyzed:
The study concludes that senders in the 91-100 Sender Score band enjoyed an average of 87% inbox placement, compared to 79.25% for the 81-90 band, and 75.75% for the 71-80 band. Drop-off in inbox placement varied the most with Gmail. Other factors, such as subscriber engagement, also contribute to inbox placement. (This is covered in a separate Return Path study)
ClickRSVP, which serves more than 130 U.S. financial institutions, has been a Return Path certified sender for nearly 10 years. That, combined with a dedicated account team that understands permission-based marketing best practices, helps clients achieve maximum customer reach, without impacting sender reputation.
The Risks of Appending Emails
By Ray Parenteau
[Note: this article appears on the ABA Bank Marketing website -
As email fever continues to rise among financial institutions (FIs), so does the desire to acquire as many customer email addresses as possible. Most FIs today collect email addresses at account opening, whether it be online (required) or in person (requested). As a result, organic account acquisition continues to increase the ratio of email addresses available in customer data. Many banks have also implemented aggressive programs to increase email acquisition, as they now see this as a necessary channel to connect with customers for promotional, informational, and operational purposes.
Against this backdrop, some financial marketers are contemplating using email append services to grow their email lists. This is a process where, using names and addresses, data providers scour their databases to find matches, and then append email address to the record. Some will even include a service to verify the address and the relationship by sending an introductory message on behalf of the FI. The introductory message typically provides the contact with the opportunity to opt out of the FI email relationship. (It’s important to note that if someone doesn’t receive or read this message, they may be automatically added to a list without any sort of notice or consent.)
Sounds simple and perfectly innocent, right? After all, it’s a common practice to append demographic, psychographic, and financial information to customer files. And there’s no known blowback from that, except the occasional off-target promotion. But when it comes to contacting customers at an email address they never explicitly or directly provided you, there are potential consequences. And you may decide that using these addresses is not worth the risk involved.
Let’s look at some components that should inform your decision to append or not append email addresses to your customer data.
Who are those customers that have not yet shared their email addresses with you?
Are they older or specialized accounts? Or low-balance convenience checking customers that simply need a product to pay bills? Maybe they’re long-time, high-value VIP customers with multiple accounts and a personal banker. Either way, email may not be the right channel for them. Unlike mainstream deposit and loan customers, these relationships may be too personal (or not personal enough) to support email interaction. So, before embarking on an append project, it’s good to analyze which customers would be involved, and have a clear follow-up plan for email engagement. There may be valid reasons why you don’t already have these email addresses.
Look at the potential use of appended emails.
Let’s say you go ahead and append some of those missing email addresses to your customer file. (I say some because the confident match rate on those accounts could be quite low—maybe 20% or less.) Now what? You’ve made an introductory contact, which may or may not have been seen by the recipient, so it’s an “inferred” permission at best. What do you send as a follow-up? Do you have enough data to make a relevant offer? Could you include them in any cross-sell/upsell program? More likely they could be added to your monthly e-newsletter. Is it worth the effort and potential blowback? Read on before you decide...
Consider potential issues with appended email addresses.
Many institutions have been late to the email party, feel a need to catch up, and may decide give appending a try. And there are many providers out there promising compliant, legal, and risk-free ways to append email addresses. Many (though not all) are legit, and are successful with retail, hospitality, and other non-financial providers. However, for a number of reasons, that success may not transfer well to financial institutions.
Phishing and identity theft scams continue to plague the financial sector. It’s well-known that hundreds of millions of email addresses from providers such as Yahoo and major retailers have been compromised and are actively being sold on the black market. As a consumer, if you have shared your email address with your bank, you most likely are aware of it. And if not, the reverse is true.
Speaking of third parties, most consumers are aware of the general language that states something like, “We will never sell, rent, or share your email address with anyone …” So, it’s safe to assume that sites collecting these emails do not subscribe to the same practices. They explicitly (or not) collect email addresses specifically to “rent, sell, share” them. Knowing this, people may use “disposable” email addresses, rather than their primary address. And the emails they receive at that address have a higher likelihood of landing in spam folders and never being seen or acted upon. And, if your bank domain is associated with those messages, it will affect your sender reputation. (This is a larger problem, worth a larger discussion.)
Another important factor to remember is that these appended addresses will need further verification from the bank before they can be used for operational messages, since they clearly would not have been vetted through the e-Sign process.
Be aware of what’s considered “email abuse.”
While the above reasons alone would give many bankers pause, you should also research how the email industry views email appending. Basically, it’s seen as another form of spam, simply because the recipient has not consented to receiving your messages to that address in any way. Here’s what one leading anti-abuse group has to say:
Email appending is a direct violation of core MAAWG values. There are many reasons why email appending is abusive and leads to a large number of spam complaints and message rejections. In addition to complaints, email appending creates significant risks of violating privacy and anti-spam legislation.
In addition, many email service providers (ESPs) have explicitly come out against the practice. There are providers that turn a blind eye to “light” email prospecting, while others explicitly or implicitly allow any messaging. Also, many CRM systems don’t have the processes or safeguards in place to remain compliant with CAN-SPAM or best email practices. But major ESPs usually require some form of provable relationship between the sender and the email address being used.
What about email verification?
Some providers cite the added benefit of verifying email addresses. This may apply if you have a large list of old or dormant email addresses that you haven’t used in a few years. It typically doesn’t involve actually contacting the recipient, so it’s less risky. It simply validates the formatting and the existence of the email address, but not necessarily that it is actively in use.
If you have an active email program, verifying those addresses is usually not needed since invalid email addresses usually fall out at some point. Most email providers do a “pre-scrub” of list imports and will reject records with old domains, spam traps, and “role” accounts (such as firstname.lastname@example.org). Likewise, non-deliverable addresses will eventually “bounce out.” It’s important to have a feedback process to correct these in your source systems, and flag those customers for offline email verification.
Do the math.
Let’s say you start with a base of 50% of your 20,000 unique customers. That leaves 10,000 potential email addresses to append. After research, you may eliminate 25% of these due to duplicates, type of account, or customer, leaving you with 7,500 potential additions. If you achieve a 20% confident match rate, you will have added 1,500 email addresses, which you now have to manage as a separate segment. If just 5% of those 1,500 customers complain about the program, you or your call center will need to respond individually to 75 inquiries. And, there’s no guarantee that those 1,425 remaining addresses will be responsive to any email efforts.
Consider a better approach.
Instead of dwelling on the other potential problems with appending (or list rentals), let’s consider proven alternatives to solving the problem.
First, if you haven’t yet rolled out a serious initiative to capture email addresses at all touch points, start there before considering the append option. By capturing your own addresses, you are inherently (not surreptitiously) acquiring email permission. This effort needs high-level engagement, systems support, and ongoing management and diligence. A consistent program should push your customer email ratio to 60% or more. We’ve seen in-branch efforts capture thousands of new email addresses in just a couple of months. The real benefit is that these customers are explicitly giving you email permission.
Another option is a targeted direct mail program, which can include a promotion (gas cards, Amazon cards, cash prize) to drive traffic to a specific landing page. Capturing email addresses organically on your website typically doesn’t yield great results. But if you are engaged in any search or digital campaigns, capturing an email address on landing pages can prove very effective for follow-up and conversions.
In the end, the risk/reward ratio of adding email addresses from a third party needs to be thoroughly understood.
It starts with an evaluation of the affected customers and their relative email value. Then, understanding the reputational risks of using email append against the potential rewards.
Finally, there needs to be some consideration of other, less risky alternatives to building your email lists. In today’s world of email, quality is more important than quantity. While email appending may work in other industries where long-term relationships are not highly valued, banks need to think carefully about whether it’s the best option for financial institutions.
Remember the USP (Unique Selling Proposition) aka Unique Value Proposition?
Sounds kind of quaint by today's standards of "trusted partner" relationships. As we enter a new year, it's logical to reflect on where ClickRSVP needs to be over the next few years. Sixteen years ago, when email was not even on anyone's marketing radar, nevermind budget, we had to "sell" the proposition and value of this new communication tool. We were certainly unique then.
These days, with so many vendors, behemoths, partners, experts, dabblers, metrics, studies, opinions, and flavors-of-the day jumping on the email bandwagon, it becomes more difficult to define (and sustain) a Unique Value Proposition. In reality, that makes it more important than ever, as you - our client and prospective client - need to answer the question: "Why ClickRSVP?"
Unique. People often ask why ClickRSVP remains exclusively focused on email and on financial institutions. Why not broaden our scope and offerings? (Full disclosure - we do offer a great integrated survey tool, and we also provide email content, if that counts.) The answer is deceptively simple. We believe in the "Do One thing, Do It Well" concept. It's what makes us unique among so many direct and indirect competitors. It's not for everyone, but it's right for us and it allows us to provide superior service and expertise that our clients (and team) truly appreciate.
Value. Being unique by itself is not enough. Here, the word "value" cuts both ways. If you truly value your email program and what it can do for your institution, why entrust it to a vendor with thousands or millions of non-financial customers? Or to a shop that offers dozens of services, including the occasional email program? It's a choice, and with email becoming more critical in customer engagement, it's one that's worthy of some consideration. Our value proposition includes many intangibles that come from working with a proven, reliable partner with the deep experience that comes from "doing one thing and doing it well."
Proposition. Once again, it's simple: email is your direct connection to your customers and engaged prospects. That makes it one of the most important tools in your marketing program. And it makes your email database incredibly valuable. A list of 20,000 customers emails can translate into a $1.6 million asset, using lifetime value metrics. (Contact me for details, if you want to walk though the exercise.)
I propose to you that email requires the same attention and energy (if not more so) as your digital and social channels. Further, investing in email, rather than treating it as a miscellaneous expense, will yield substantial and measurable results. We know, because we do it and see it every day. So, if your email program is not performing at the level you expect and hear about in the news, consider partnering with the email team that does one thing, and does it well.
Where does ClickRSVP need to be in 2017 and beyond? Right here... doing some amazing things with email for you, our financial institution clients. Here's to a great New Year.
President and Founder
What is DKIM?
DKIM (DomainKeys Identified Mail) is the highest level of email authentication, through the use of cryptographic authentication. It allows the sender to claim responsibility for the message via digital signature, and the receiver to check the public key for the DNS to verify the signature.
Why is DKIM important for email?
DKIM provides a greater level of authentication than SPF alone and is highly recommended to be used in tandem with SPF. It provides additional 'proof' that messages are legitimate, aiding in deliverability. Though still optional, it may soon be required to take part in certification / accreditation services.
For more reading/information on DKIM, please click here.
To test your DKIM record after implementing, click here.
What is an SPF record?
Sender Policy Framework (SPF) is an extension to the Simple Mail Transfer Protocol (SMTP). SPF allows software to identify and reject forged addresses in the SMTP MAIL FROM (Return-Path). Adding an SPF record requires your IT team to make a minor change to your institution's email record, which explicitly allows ClickRSVP to send marketing messages on behalf of your institution's domain.
Why is having an SPF record important for email?
SPF, a technical method of email authentication, helps prevent phishing/spoofing attacks and is aminimum qualification for email marketers to take part in certification / accreditation services that have proven to boost deliverability. Although SPF is optional, it is highly recommended to ensure the best delivery rates.
For more reading/information on SPF, please click here.
To test your own SPF record, click here.
Return Path, the world’s leader in email certification and scoring, has recently announced the introduction of the DMARC specification (Domain-based Message Authentication, Reporting & Conformation) – created in conjunction with a group of email senders, ISPs, and security vendors. Essentially, it is a registry that uses existing best-practice email authentication protocols, SPF and DKIM (Domain Key Identified Mail), and allows a sender to declare that all email sent from their domain will contain both SPF and DKIM authentication -- and anything otherwise should be blocked.
Why is this so important? Financial Institutions are among the most phished brands. While participation in the registry would require a bit of work to ensure all outbound email from all sources contains both SPF and DKIM authentications, it would go a long way to protecting your institution to the fullest extent possible at this time.
However, as this is still emerging, not all ISP’s /webmail providers ‘subscribe’ to this registry – currently it appears to be Google leading the pack. If enabled, this would allow both Google to (and future adoptees of the registry) to rightfully block any email sent from your domain that was not properly authenticated… meaning any of your customers with email addresses at Gmail (and others in the future) could be confident that emails from you are legitimate. And although, 100% participation from all ISP’s may be too idealistic, proper authentication from all traffic sources can only help the cause.
ClickRSVP has, and continues, to recommend our clients implement both SPF and DKIM authentication protocols as an industry best-practice and many of our clients have done just that for the email originating from our servers. Participation in DMARC would be going a step further to ensure all outbound email traffic from all sources (beyond just marketing, this includes all institution email whether originating from a vendor or in-house) also contains both of these authentication protocols.
Imagine if you could someday give your customers the peace of mind that all email they receive from your domain is legitimate – a goal we certainly hope to see all stakeholders in email delivery and anti-phishing working towards.
For more reading on DMARC, please click here.
And for the official DMARC website, please click here.