Best Bank Online Newsletter Campaign, Best Financial Services Online Newsletter Campaign, Best Of Show Online Newsletter Campaign

The Challenge

Growth in global trade makes the $5 trillion-a-day foreign exchange (FX) currency market highly attractive. Many banks produce newsletters on FX for currency traders both to showcase their knowledge and inform their clients. Publications tend to be dense, lengthy and static, as coverage of all currencies traded is typical. Yet, most clients are active in only a few currency markets — making much of the content irrelevant and reducing the perceived value and real marketing impact.

To produce these newsletters, detailed content, rates, indicators and charts must be integrated from individual experts. Production timelines are often extended, reducing the timeliness and value of information.

The Solution

To address these issues, EMI developed an innovative customized online newsletter which enables:

- Sales teams to tailor currency content selections individually for prospects or clients
- Clients to adjust their selections on the fly, receiving deep detailed daily information only on currencies of interest
- Individual FX experts to quickly produce detailed, complex content which is compiled into customized content streams

The Benefits

This breakthrough solution has set Citizens FX apart from the competitive pack, delivering a memorable FX online newsletter that is personalized at the individual level and scalable to tens of thousands of prospects and clients.

The Results

Launched in January 2017, subscriptions have soared through high-impact email marketing campaigns, LinkedIn promotion and viral referrals. This new marketing solution has already delivered a measurable impact on both client satisfaction and market share growth.

Contributors:

Senior Vice President, Citizens Bank:	Bill Harrison
Managing Director, Citizens Bank:	Neil Hibel
Chief Technology Officer:	Ken Lubar
Account Director, EMI:	Emily Burbridge

EMI STRATEGIC MARKETING

Location: USA

About the Agency:

EMI brings an elegant mix of disciplined strategic thinking and imaginative, brand-driven execution to deliver the one thing that matters--results. We design and deliver data-driven marketing that makes your digital and human sales channels smarter, faster, and more productive. With deep domain expertise in financial services and thinking that is both future-forward and pragmatic, EMI powers business, sales and marketing leaders who are seeking transformative success.