Great presentation from John Hincks of Fidelity this morning. He's challenged with building an email program basically from scratch in a B2B2C environment. He's building value for employees through
employer services products. He says email is the glue that effectively binds a highly engaging multi-channel service experience. This includes triggered emails around life stage and investment
needs, and even simple things like giving the phone reps the ability to email customers. New campaign management tools allow consistent messaging across email, print and the web. Unfortunately,
Fidelity was seeing a 20% bounce rate on employee records provided by employers. Key to success of this program is encouraging and enticing end users (employees) to sign up directly for Fidelity
email programs. The bounce rate on these records is less than 5%. Bonus: As the size of the permission file grows, more and more internal folks are now interested in checking out the channel for
their products, too. Like all great strategy, this one seems obvious in hindsight.
