The Spam Button Is Winning
Let me tell you something every person in financial services already knows, but nobody says in a meeting: your customers are archiving your emails without reading them. Not unsubscribing — archiving. Because the opt-out flow takes four clicks and a CAPTCHA, and it's just easier to let your "You May Be Pre-Approved!" land quietly in the void.
I work in data engineering at a financial institution. I build the pipelines and event streams that sit underneath how organizations understand their customers. From where I sit, I can see exactly what customers generate in terms of signal every single day — and what marketing does with it. Almost nothing. The infrastructure exists. The signals exist. The model is broken.
Mass Mailing Is a Tax on Your Brand
The average email open rate in financial services hovers around 20-22%. Four out of five emails go unread. You paid for the delivery, the...
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