Direct Mail For Banks Advertising Examples

The primary focus of banking direct mail is to build a relationship with the consumer. While the increased digital clutter may seem like a legitimate challenge, the fact remains that direct mail still produces higher response rates than any other channel. The personal touch of direct mail can also boost the credibility of the bank. It can also generate a strong emotional response that can be converted to profitable action.

One bank that takes this approach is Umpqua Bank, a regional bank based in Portland, Oregon. With more than 260 locations, this bank has plenty of opportunities to reach customers through direct mail. In a recent postcard, the bank reminded customers of its Friday cookies and mentioned new amenities in the branch.

Direct mail from banks is increasingly personalized, and consumers expect it. Banks can include references to past interactions, references to certain industries, or recommendations based on the customer's own profile. They can also use website activity to trigger personalized direct mail. By using this technique, banks can build a loyal customer base and increase the number of new customers.

When planning a direct mail campaign for a financial institution, it is important to consider the timing of your mail. There are several prime periods when the industry sees the highest growth, and timing is key to boosting response rates. During the first quarter following the winter holidays, personal credit demand is at its highest. Similarly, in the fall and spring, HELOC and mortgage loans are at their peak. During these times, banks can send direct mail to new home owners, who represent an excellent marketing opportunity.

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