“For decades, bank marketing followed a predictable rhythm: quarterly campaigns, seasonal promotions, product pushes timed to the institution’s calendar. Response rates hovered in the low single digits. However, trigger-based marketing is gaining traction with significant results in the banking industry. Vericast, for instance, cites 553% ROMI (Return on Marketing Investment) compared to traditional methods.
‘Batch campaigns optimize for the institution’s calendar,’ says Brandon McGee, chief digital strategy officer at A+ Federal Credit Union. ‘Moment-of-need engagement optimizes for the member’s life.’”