In a recent study on Millennials, the Aimia Institute coined the term “High Volume Sensitive Consumers” for those segments across all generations most likely to permanently disengage with brands if they receive high volumes of generic communications.
According to the study, Millennials are most likely to permanently disengage at the highest rate (44%). Most consumers today will only engage if the content they receive by email, push or SMS, for example, is tailored to them. If it is not personalized and is too frequent, they will:
- Block numbers
- Close accounts and unsubscribe from email lists
- Delete apps because of push notifications
- Unfollow brands on social channels
Clearly, it is time we buried “spray and pray” marketing and embraced “activity-based marketing.”
Activity-based marketing entails sending relevant, timely, marketing communications to a specific individual based on their personal utilization of products and services. How is this achieved? By synchronizing core systems, consumer and mortgage loan origination systems and third-party data.
Imagine the borrower who opens a new account through indirect lending. Now, let’s assume the borrower opens the required account and checking, but no debit card, credit card, HELOC, or set-up of ACH. By synchronizing a marketing automation platform to key systems with real-time or hourly updates, we are able to trigger personalized emails, text, push notifications and direct mail directly from the appropriate staff member wishing to engage the borrower. Now we have the ability to offer account status updates, new account on-boarding, cross-sell offers and competitive offers like refinancing that second vehicle already financed by another lender.
Intelligent marketing communication, driven by activity-based marketing will:
- Drive up pull-through rates on loan applications
• Increase deposit balances
• Deepen overall services per household
In today’s highly evolving lending marketplace, sending masses of irrelevant messaging is an invitation to dilute your financial institution’s brand and customer loyalty. Not to mention, significant opportunity, cost and attrition.
Origence’s automated marketing and sales engine uses the activity-based marketing model and is designed specifically to help lenders capture more loan opportunities and improve the borrowing experience.
