Email Strategies & Tactics Exposed: An Insider’s Look at Wells Fargo
I’ve always been a fan of Wells Fargo. Aside from being a loyal customer, I’ve also admired their approach to email and lifecycle communications – particularly related to their mortgage alerts.
This is one company that does a lot right and it starts with the registration process.
Aside from showing email subscription samples, Wells Fargo also incorporates helpful information using bread crumbing throughout the registration process to inform subscribes about its services and offerings. Taking it one step further, Wells Fargo does what many other financial services firms should do but often don’t – relinquish control.
Wells Fargo’s robust preference and subscription options not only include the ability to set the frequency of communications (daily, weekly), but also give subscribers the ability to set alerts tied to specific rates. Additionally, while the subscription automatically expires after three months, Wells Fargo gives subscribers the option to continue their subscriptions. Makes sense given the purchase process is related to buying a new home and securing a mortgage – something most of us don’t do on a frequent basis. But why then doesn’t every other lender do the same? Well, most aren’t Wells Fargo and the result of its efforts are not only powerful from a user experience perspective, but I’m guessing also extremely effective in converting prospective home buyers into customers.
So what’s the secret sauce that helps make Wells Fargo's Home Bulletins Email Subscription Service best-in-class when it comes to converting browsers into buyers?
∗ Subscriber control. The subscriber sets preferences including rate and frequency. In addition, by incorporating target rate alerts – recipients can act when rates meet their specified needs. What's more, the ability to update/change your subscription and profile is front and center in every communication allowing the subscriber full control.
∗ Helpful content. Subscribers can download relevant content including a free homeownership guide or determine payments and/or mortgage affordability.
∗ Multiple response mechanisms. Response options invite the user to engage and give the recipient the ability to contact Wells Fargo (phone or email), get pre-qualified or start an application.