Personalization of the subject line is less common in financial services marketing. Although the technique doesn't guarantee a response lift, it's a good variable to test (note 1).

InsWeb encourages customers to review their insurance coverage every six months with an eight-minute survey that begins within the body of the email.

The company creates interest by claiming a $301 average savings on a six-month policy. If accurate, it's a great ROI on the eight minutes required to complete the online form. It would be interesting to see a bank or credit union use this technique to market other financial services, such as deposits or home equity loans.

Email Characteristics

Date: Mon. 8 Oct, 2007

Time: 3:02 PM Pacific

Subject: Bruene Auto Insurance Review

From: InsWeb Customer Care InsWeb@mailer.insweb.com

To: jim@netbanker.com

Personalization: Subject line

Full Message

 Landing Page 

Note:

1. See our Online Banking Report on Email Marketing.