Email blasts are a ubiquitous part of any business’s marking strategy, and MarketingLand estimates that promotional corporate emails now account for more than half of the average consumer’s inbox. Only 18 percent of emails are personal, but these tend to be more meaningful to recipients.
Hearsay Social, a social media marketing platform for financial advisors, wants advisors' email campaigns to get personal. The San Francisco-based company announced Hearsay Mail on Thursday, a new product to create, manage and send personalized, targeted and compliance-approved digital messages to customers and prospects.
“While corporate email campaigns are great for promoting the overall company and brand, there is an opportunity to leverage the personalized aspect that’s essential to develop meaningful, ongoing relationships with consumers,” said Steve Garrity, Hearsay Social's co-founder and chief technology officer. “Advisors are in the field ever day interacting with consumers and possess that localized knowledge, but they don’t have the time or resources for personal or personalized email outreach.”
Hearsay Mail gathers data on a contact’s past behavior and relationship with the advisor to recommend relevant pre-approved content. The feature works with Hearsay’s Predicative Social Suite, so compliance officers can add email communication into their existing workflow for approving social media communication.
While emails are personalized for each contact, Hearsay Mail is built for scale to help advisors give every client a personal touch. The Hearsay Mail dashboard also shows which emails were opened and clicked on to give marketing teams data on how their campaigns are performing.
According to Garrity, this combination of technology, human knowledge and machine learning will help advisors engage contacts at the optimal time, with the proper message and on the best communication medium.