Marketing engagement in banking is all about connecting with customers at the right time, through the right channels, with the right message. In banking, that means making sure customers see relevant offers when they’re already engaged—whether they’re checking their account balance, using online bill pay or making transactions.
The six banks we’re about to explore, ranging from $306 million to $1.2 billion in assets, all took different approaches to marketing engagement. But they shared one common goal: to use data-driven strategies to reach their customers more effectively. Their results prove that data-driven financial services marketing automation campaigns lead to higher conversions, stronger relationships, and real revenue growth.
This $306 million asset bank executed seven strategic financial services marketing automation campaigns targeting business borrowing, checking, home equity, and home equity line of credit (HELOC) utilization.
With a focus on digital banking marketing engagement, the bank achieved:
The majority of customers’ marketing engagement—2.2 million impressions—came directly from digital banking interactions, demonstrating how in-app promotions and personalized banking offers can effectively drive customer actions. With an additional sixty-thousand impressions from its public website, the bank ensured its marketing reached both current customers and potential new ones.
This $528 million asset bank deployed 34 financial services marketing automation campaigns across multiple channels, including direct mail, email and digital banking promotions.
From these campaigns, their marketing engagement metrics included:
With 2.4 million impressions coming from digital banking, customers were highly engaged with marketing messages while managing their finances online. The bank also saw seventy-two thousand impressions from email campaigns, proving that a multi-channel approach can amplify marketing engagement.
By focusing on digital-first marketing engagement, this $909 million asset bank ran 43 targeted campaigns promoting everything from business checking and certificates of deposit (CDs) to HELOC utilization and unsecured loans.
The bank’s financial services marketing automation campaigns resulted in:
A majority of impressions—4.1 million, to be exact—came from digital banking channels, proving that in-application messaging and personalized product offers are highly effective in driving conversions. Additionally, five hundred sixty thousand impressions from the bank’s public website expanded reach beyond existing customers to new prospects.
This $977 million asset bank successfully combined digital banking, public website marketing and email engagement to drive strong results across 12 financial services marketing automation campaigns.
Their performance metrics included:
With 3.3 million impressions from digital banking, the bank effectively used its online and mobile platforms to deliver targeted product promotions. Email marketing also generated 5,600 impressions, reinforcing the role of direct, one-to-one communication in financial marketing engagement.
The $990 million asset bank executed 20 marketing campaigns, covering debit card swipes, eStatements, direct deposits and online banking.
Their marketing engagement efforts resulted in:
A strong focus on digital banking marketing engagement led to 3.9 million impressions, while the bank’s public website drove 1.4 million additional interactions. The sheer number of conversions proves that data-driven financial services marketing automation campaigns can turn passive account holders into active product users.
For this $1.2 billion asset bank, the goal was clear: leverage marketing engagement to promote high-value services like commercial real estate lending and direct deposits.
The results of the bank’s 16 campaigns included:
A standout success was their commercial real estate lending campaign, which resulted in 44 new commercial loans worth $13.6 million. By using targeted digital banking promotions and strategic website placements, the bank maximized marketing engagement in a niche yet highly profitable segment.
These case studies highlight several strategies banks can adopt to enhance marketing engagement, maximize return on investment (ROI) and drive results.
Most of these banks generated millions of impressions directly from digital banking channels. Promoting products and services within mobile and online banking platforms ensures messages reach engaged customers in real-time.
Financial institutions that incorporated email, public website promotions and direct mail alongside digital banking saw higher engagement and conversion rates. An omnichannel approach leveraging financial services marketing automation ensures no opportunity is missed.
Campaigns that target specific customer behaviors and product needs—like CD promotions for account holders who previously opened one—yield better results. Predictive AI-powered insights help banks predict and respond to customer needs effectively.
With strong tracking and analytics, these banks were able to measure impressions, conversions and total value generated. Real-time marketing performance monitoring allows financial institutions to optimize marketing campaigns for maximum engagement, and ultimately, higher conversions and revenue.
