Success Story: Are You Fostering a Strong Relationship With Your Bank Customers?

HomeTown BankWhile more consumers are satisfied with their primary bank than ever before — especially community banks — the reality is that many Americans lack basic financial literacy.

As the scope and ease of digital banking grows, it’s more important than ever for banks to foster a relationship with their customers and engage with them on the platforms they’re already using. Effectively communicating with and educating your customers is critical to providing a great experience that helps them make smart financial decisions and continue using your services.

Houston-area community bank HomeTown Bank recognized the need to improve its customer communications and take its customer newsletter digital when it partnered with IMN in 2016.

After years of producing a traditional printed newsletter that was mailed to customers, HomeTown Bank saw the value in sending a digital newsletter with fresh and engaging content via email.

“With IMN, our bank’s newsletter is a breeze,” said Elise Worthen, vice president of HomeTown Bank. “I collect images and content from HomeTown Bank’s community involvement as well as product and personnel news to send to my IMN representative. He then turns around a beautiful layout and proof with one to two days for my review.”

Bank statements and fraud alerts are common reasons to email your customers, but your communications with your customers mean so much more when you focus on improving their experience with your bank.

Delivering articles and resources that show your bank’s role in the community and helps customers better understand their finances will improve their experience and boost your reputation. Customers need and want a bank they can trust, and effective communication that meets industry compliance requirements is key to building that healthy relationship.

“The e-newsletter saves printing costs, postage and time, while pushing traffic to our website,” Worthen said. “The library of articles is extremely useful to financially educate our customers on various topics. Those resource links are also ideal to share on social media and keep posting activity regular.”

IMN also gives HomeTown Bank the added benefit of better maintaining their email address lists so that they aren’t cluttered with old, inactive or incorrect addresses. This means the best content is getting to the people who are most likely to read it. IMN’s rigorous compliance review process for newsletter content also keeps HomeTown Bank from running afoul of regulator guidelines.

Does the way you communicate with your customers promote a healthy and successful relationship? What do you do to give your customers a great experience even outside your branch walls?

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