I have upon multiple occasions blogged about best practices as they relate to email marketing.  http://wp.me/pn6jX-rw.   In general email communications have improved as the channel has matured.   Considering how customers and marketers interact with email, having an effective email communication strategy (and execution) is critical.  That’s why I was surprised that Charles Schwab (I’ve been a client for more than fifteen years) did only an middling job in a recent email communication to me:

Dear Client,When you’re buying a home, timing is everything. With Schwab Bank’s home lending program provided by Quicken® Loans®, you’ll get a loan with great rates and the support you need to get into your new home quickly and easily. Save $1,000 on closing costs for jumbo loans or $500 on conforming or high-balance loans when you apply for a purchase home loan by 10/31/13.1 To take advantage of this limited-time offer, call me at 203-352-4807 today.

Learn more >

Let’s discuss how to get:

• Rates as low as 4.50% (4.62% APR) on a 30-year fixed-rate loan

• An easy mortgage process and fast closing, often within 40 days on average

• A wide range of loan options and terms

I look forward to helping you buy the home you want, with a great choice of loan options. Sincerely,

Planner’s name Your Schwab Financial Consultant Charles Schwab & Co., Inc./Charles Schwab Bank* *Separate but affiliated companies Layout and functionality – 8.   Concise and clear message, easy to follow directions including a phone number to call and a click to ‘learn more’ button. Relevancy – 2.   We bought a house almost 2 years ago.    While we might be interested in knowing if there any advantages to re-financing given our current rate there’s no mention of that.   And addressing me as Dear Client?   Did I mention that I’ve been with Schwab for more than fifteen years?    This sure did not make me feel valued as a customer. Given the long tenure of my relationship with Schwab they should know a few things about me since the account data would provide some important information about my financial life – like having a child in college or where I am in my career based on age and my historical investing behavior.   Yet Schwab chose to send me what looks like a boiler plate email hoping that I might be the right target for a home loan.    I would expect that if I were not a customer. Wouldn’t it make more sense for Schwab to send fewer but more relevant emails?  Quantity over quality in the interest of increasing touch points has never been a good tactic.