Using Data-Driven Engagement Marketing to Support Account Holders

For banks and credit unions, staying ahead of the competition requires more than innovative products. It demands agile, data-driven engagement marketing strategies that respond to real-world events. As account holders increasingly expect personalized and compassionate support from their financial institutions, the ability to identify, understand, and proactively assist those affected by disruptions becomes a defining factor in loyalty and trust. This is where Alkami’s financial services marketing automation shines: helping financial institutions turn data insights into meaningful action exactly when account holders need it most.

The need for speed in financial services marketing automation

In the financial services industry, timing is everything. Consumers are constantly bombarded with offers from banks, credit unions, and fintechs, making it difficult for regional and community institutions to stand out.

Being the first to act on changes in an account holder’s financial life, such as income interruptions, can make all the difference. Research shows that when data is used effectively for personalization, account holders are:

• 42% more likely to stay loyal
• 42% more likely to recommend their financial institution
• 38% more likely to engage with digital banking solutions

Rapid response financial services marketing automation enables banks and credit unions to deliver timely, relevant messages to the right audience, often before the competition even identifies the need. Whether it’s promoting a new savings product or extending support during times of need, the ability to move fast and connect authentically can boost both conversion and retention. According to an Alkami survey of its customers using the Alkami Data & Marketing Solution, financial institutions saw nearly 3X faster product adoption with data-activated campaigns.

But speed alone isn’t enough. The messaging must also be personalized using data that reflects the account holder’s unique situation.

The role of data insights in engagement marketing

At the core of any effective full funnel marketing strategy lies data and how well a financial institution can use it to understand and respond to account holder needs. Transaction and deposit data, in particular, can tell powerful stories about account holders’ financial health and daily realities.

For example, financial institutions can use data from Alkami’s Platform to identify account holders who may be experiencing sudden income disruption. These insights allow banks and credit unions to quickly segment impacted account holders and reach out with tailored communications, such as information about temporary loan programs, deferment options or financial counseling services, before an account holder turns to a high-interest credit card to get by.

By translating transactional, digital banking, and behavioral data into actionable data tags, Alkami’s Platform helps financial institutions deliver precisely targeted campaigns across every stage of the marketing funnel.

Imagine being able to:

• Precisely identify affected account holders: Pinpoint with accuracy all account holders who receive direct deposits that have recently stopped. This ensures that your outreach efforts are targeted and relevant, reaching those who need assistance most.
• Segment and refine your audience: Go beyond simple identification by filtering these individuals based on their financial standing (e.g., those in good standing) and specific geographic areas. This level of segmentation allows for tailored solutions that address the unique needs and local impacts experienced by your account holders.
• Launch personalized campaigns instantly: Immediately launch personalized outreach campaigns. These campaigns can promote crucial financial relief options, such as 0% interest loans, payment deferrals, or other payment relief solutions. The speed and personalization of these campaigns demonstrate a commitment to your account holders’ well-being, fostering loyalty and community resilience.

By delivering these targeted solutions swiftly and demonstrating a deep understanding of individual account holders’ challenges, your institution communicates a profound commitment to their well-being. This is data-driven empathy in action, and it’s exactly what Alkami’s Full Funnel Marketing makes possible.

Automating rapid response campaigns

Alkami’s financial services marketing automation capabilities empower financial institutions to act on insights automatically. Instead of manually creating lists and sending one-off messages, institutions can define rules that trigger campaigns as soon as qualifying data appears.

For instance, if an account holder’s direct deposit is paused, the system could automatically:

1. Add the account holder to a “financial support” segment.
2. Send a personalized email with details about the institution’s emergency assistance program.
3. Follow up with educational content about budgeting or managing expenses during the disruption.

When combined with data insights, this marketing automation not only enhances operational efficiency but also ensures that every message is relevant, compassionate, and delivered at the moment it’s needed most.

3 key benefits of rapid response engagement marketing

1. Market Agility
Rapid response marketing automation allows financial institutions to pivot quickly during times of change. As a real world example, several institutions leveraged Alkami’s data capabilities to identify account holders who have recently stopped receiving direct deposits. Within hours, they launched automated campaigns offering 0% interest loans to bridge income gaps until pay resumed. The result: strong community goodwill, increased engagement, and strengthened account holder trust.

2. Account Holder Engagement
Personalized marketing doesn’t just improve engagement. It builds emotional connection. When account holders feel understood and supported, they’re far more likely to deepen their relationship with their institution. By using data to demonstrate empathy, especially during times of uncertainty, banks and credit unions can turn crisis communication into long-term loyalty.

3. Better ROI Through Efficiency
Automation saves both time and money. By minimizing manual processes and ensuring marketing efforts are both timely and targeted, financial institutions achieve higher return on investment (ROI) with fewer resources.

Making data work for you

Moments of uncertainty test the strength of the relationship between financial institutions and their account holders. With Alkami’s engagement marketing, banks and credit unions can turn data into action, supporting account holders with empathy, speed, and precision.

Ultimately, data is a crucial tool not only for fostering growth, but also for making a significant impact precisely when it’s most needed. Accelerate your response. Empower your account holders.