For most industries, email is generally considered a very high ROI marketing channel.

Reducing costs

• Paperless statements.

For example, if each statement costs $1 to produce and mail, then getting 100,000 to sign up saves $100,000 per statement cycle.

I am confident about email as a channel, but I would want the decision to be based on facts about improvement in customer results, not just cost take-out, which is an easy decision.

Promoting apps via email whether a single email or as part of another email can drive downloads, which presumably increases retention and has a value.

Online marketing managers at banks must be able to prove ROI on existing and new digital communications to bolster their cases to internal leadership and continue to drive their organizations into the digital banking future.

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