Mid-size banks have the best chance of reaching customers via email, according to Mid-Size Bank Customer Retention Study, a report by Vya, a provider of marketing systems.
Email is popular with customers ages 19 to 54, but those 55 and up prefer in-person.
The effective marketing channels (with a count of the respondents) were rated as follows:
Overall, customers seemed provisionally satisfied with their banks:
Of those surveyed 45.14% say they do not plan to open an account at a new bank. Another 23.68% say they might, but that it would take a lot for them to make the move.
However, 11:34% are actively looking and 19.84% are open to it for the right reasons.
In addition, 23% of customers who are dissatisfied with their bank are looking to switch.
The most likely to switch are newly married couples, followed by divorced/separated people, new parents (had baby or adopted) and widows and widowers.
Customers wish their bank would provide:
Vya surveyed 494 U.S. consumers whose primary bank is mid-size. The company define a mid-size bank as one with $10 billion to $50 billion in assets.