2-Deployment 
eBlast Campaign

Merrimack County Savings Bank came to Pannos looking for a way to increase deposits in targeted demographics by way of an 11-month Certificate of Deposit Special. They wanted to keep this offer exclusive to the targeted areas while promoting a different CD offer institution-wide.

The Ask
Increase the number of new deposits at Merrimack County Savings Bank through use of a Certificate of Deposit Special, targeted in areas that have a lower deposit market share.

The Answer
Advertise the 4.35% APY, 11-month CD Special, available to businesses and consumers, in targeted areas through use of a 2-deployment eblast marketing strategy.

We began by determining the best delivery method for getting the word out to the identified target audiences. Pannos recommended supporting the bank’s ask of a traditional direct mail piece with a purchased eblast to those businesses and consumers likely to deposit money into a CD within the same zip codes as the targeted branches.

Existing bank customers were removed from the list.

As all assets were being developed, Pannos compared other CD rates in the area and worked with MCSB to make the rate offer more competitive. Eblasts were deployed on behalf of the bank at the start of the campaign and again to correspond with when the direct mail piece was estimated to land in mailboxes. The eblast drove to a landing page where potential customers could call or find a branch location to open the special CD or view additional CD offers on the main website.

A successful, targeted eblast campaign led to Merrimack County Savings Bank exceeding their deposit goal for the campaign. The campaign brought in over 90 new accounts in just five months with an average value of $71,886 — proof that DM with a lift from two eblast deployments is a winning strategy.