Situation:

One of the fastest growing financial institutions was looking for a way to effectively communicate with their customers while reducing their costs.

Objectives:

- Build awareness and drive current customers to their website
- Increase customer service levels as well as promote
  other products
- Maintain a community for users to increase their
  stickyness to the site
- Provide their customers information about other
  services and products

Solution:

The company started in December 2001 with a database of over 10,000 users segmented into two categories (Banking and Savings). Motor City has consulted with the company to send out email communications every month with other services, banking information, and special promotions each month.

Results:

- Open rate consisted on average of 50%+
- Response rate increased from 12% to 24% to date
- Increased site traffic outside of email by 8%
- Service levels increased for the company by 5%
- 62% of the users said that the information was
  useful and informative

Post Analysis:

The email communications campaign for this company was very successful and is considered as a valuable tactic to the overall marketing mix.