WALTHAM, Mass., July 5, 2011 – IMN, a content-driven e-communications provider, today published readership benchmarks for its Bank Adviser and Member Adviser e-newsletters, which are used by a number of banks and credit unions to manage their e-communications programs. These benchmarks provide community banks and credit unions with third-party metrics for comparing the success of their communications programs against peer institutions.
IMN’s e-newsletters generated a unique click rate of 5.3 percent of total delivered emails within the combined bank and credit union markets. A click represents a reader clicking on any link within the IMN e-newsletter, including links to educational articles, the institution’s website, a promotional offer or community event. Bank Adviser and Member Adviser e-newsletters generated a unique open rate of 21.2 percent in the financial market.
The benchmarks were compiled from IMN e-newsletters published from April 1 – June 13, 2011 representing 53 community banks and credit unions and more than 3.3 million e-newsletter sends.
“These benchmarks, when compared to other industry data, indicate a strong acceptance of e-communications by financial institution customers and members,” said Ken Genest, director of sales, consumer retail and financial services, at IMN. “Nearly six percent of recipients are making a proactive action to click on an article or bank promotion in order to gain additional information on a financial product or service. We believe our approach of delivering educational articles on financial topics is being well received by consumers.”
IMN financial e-communications also received low opt-out rates of 0.40 percent during the research time period. Opt-out rates represent customer specific requests to be removed from the institution’s e-newsletter mailing list.
IMN Bank Adviser and Member Adviser provide community banks and credit unions with an electronic communications channel for customers filled with educational articles on financial topics of interest to consumers. Bank and credit union marketing personnel easily select the articles they want to publish each month and can also include custom-written articles from their institution.
“People like to receive news in different ways,” said Kenja Purkey, marketing director at The People’s Federal Credit Union, based in Amarillo, Texas. “Many of our younger members do everything online. Member Adviser enables us to reach our members based upon their communications preferences.”
“Financial institutions should be monitoring their own metrics over time to really understand how they are performing,” said Genest, “but seeing our data might also help them to get a sense for how their institution is tracking against others in the market.”
IMN is a content driven e-communications provider. IMN enables companies to communicate with their customers through multimedia email and e-newsletters designed to drive measurable brand impact, product visibility, leads and sales. IMN’s solutions are deployed in a variety of markets such as financial services, automotive, franchise, direct selling and technology. IMN services are sold worldwide directly and through reseller organizations. Founded in 1999, and headquartered in Waltham, Massachusetts, IMN services over 3,000 accounts globally. The company’s approach to e-communications has been embraced by community banks and credit unions such as NewportFed and Northwest Community Credit Union. Additional information can be found at www.digital.bankadviser.com or www.digital.memberadviser.com or by calling 1-877-581-0603.