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.
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
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.
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.
|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
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