Inside Marketing: The secrets of successful email campaigns

Pairing personalized and engaging email communications with other marketing channels can turn this low-cost tool into an acquisition powerhouse.

Email is one of the most effective marketing communication channels. It can be especially successful when coupled with consistent messaging through other digital channels, including social media, push notifications, and online and mobile banking, says Megan Pannier, VP/marketing digital payment solutions for CUES Supplier member Fiserv, Brookfield, Wisconsin.

“Like everything digital, email marketing is becoming more dynamic, personalized and engaging,” Pannier adds. “With embedded media, compelling visuals and animation becoming the norm along with AI to improve targeting, content and delivery timeliness, it is time to better leverage this versatile marketing tool.”

Mark Ryan, co-founder and chief analyst officer at, San Mateo, California, notes that for most credit unions, email marketing is the fourth or fifth largest source of product applications from prospects and members—and is typically the lowest cost of acquisition.

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