Last Updated: May 2025
In the highly regulated and relationship-driven world of finance, staying connected with clients is essential, and email marketing for financial services offers one of the highest returns on investment.
In fact, a 2024 study reports that email marketing yields an average ROI of $42 for every $1 spent. From personalized communications to compliance-friendly automation, the right email marketing platform can help financial institutions build trust, nurture leads, and stay top of mind.
In this article, we’ll highlight the 9 best tools designed specifically to enhance email marketing for financial services and help your firm communicate more effectively.
Why is Email Marketing Important for Financial Services
Compared to traditional paid advertising, Email marketing is highly effective and cost-effective. In fact, finance and insurance paid search traffic is approximately $3.44 per click and display network ads run about $0.86 per click.
And even more remarkably, the five most expensive keyword categories on Google Ads are the following:
- Insurance – $54.91
- Loans – $44.28
- Mortgage – $47.12
- Attorney – $47.07
- Credit – $36.06
Given the high costs involved, concentrating exclusively on paid search can send your marketing dollars down the drain. That’s why email marketing for financial services becomes so important – not only is it cost-effective, but it is also a direct and personalized channel to connect with your audience.
Email marketing allows you to reach your customers at every stage of their buyer’s journey: awareness, consideration, and decision, without spending a dollar on clicks. Given the fast-paced, ever-changing nature of the financial industry, fintech companies should embrace email marketing and send campaigns as often as needed.
Key Features to Look for in an Email Marketing Tool for Financial Services
You should consider the following features when choosing an email marketing platform for financial services:
- Data Security & Compliance: Make sure the tool you are considering supports compliance and governance needs, such as FINRA, GDPR, and CAN-SPAM laws, to guard sensitive client information.
- Segmentation & Personalization: Serve personalized content with high-level list segmentation and dynamic personalization according to user actions.
- Automation & Workflows: Automate important aspects like onboarding, updates, and client follow-ups to stay organised and save time.
- CRM Integration: Integrate seamlessly with your CRM for targeted, data-driven campaigns and a picture of your client interactions.
- Analytics & Reporting: Monitor open rates, clickthroughs, and conversions to gauge effectiveness and tweak your email strategy.
- High Deliverability: Select a program with great deliverability ratios; you need your hard work to land in an inbox, not in a junk bin.
List of Best Email Marketing Tools for Financial Services
Email continues to be an effective channel for financial services — you are 6 times more likely to get a click-through from an email campaign than from a tweet. With the proper technology, companies can guarantee their communications are not only safe and compliant, but that they can customize those engagements.
Here is a selection of the top email marketing tools for financial services to help you along your way.
1. Saufter
Ratings: 5/5⭐
Pricing: Free trials; Paid plans start at $8/month.
Saufter.io automates your marketing strategy using tried and tested behavioral email marketing techniques. It uses artificial intelligence to evaluate user behavior and journey progress so that financial services companies can send targeted and timely email campaigns.
Key Features:
- AI-Driven Campaign Automation: Saufter tracks user actions and stages of the journey to create custom email campaigns, which it will send back to you for approval. It simplifies the marketing process and puts you in the driver’s seat.
- Behavioral Tracking: The system watches for the customer journey when someone is interacting infrequently. Then, it proactively leads them to the next level, such as the promotion of free trial users to a subscription.
- Automated User Segmentation: Saufter’s AI also groups users into cohorts that are based on behavior, so that engagement is targeted.
- Multi-Platform Support: Manages customer communications via email, in-app messaging and surveys from one interface.
- Personalized Campaigns: Saufter personalizes email information to users based on their actions, attributes and involvement, including ideal delivery and the opportunities of click-throughs; both of which are essential to financial companies trying to earn trust and be considered timely.
2. MailerLite
Ratings: 4.6/5⭐
Pricing: Free up to 1000 subscribers; Paid plans start at $9/month.
Mailerlite is a strong and easy-to-use email marketing solution suited for even small businesses. With a sleek interface and powerful capabilities, Mailelite is a great option for financial services professionals who want both compliance and customized client communications.
Key Features:
- Automation Workflows: You can start with a preset automation template or create your own client onboarding or investment update sequence to deliver timely and relevant communications from your financial organization.
- Advanced Segmentation: The solution offers segmentation by subscriber behavior and demographics to enable better-targeted messaging to relevant subsets of the conventional clients.
- Drag-and-Drop Editor: With the user-friendly editor, it becomes super comfortable to design professional-looking emails, and you don’t need any coding skills.
- Landing Pages and Forms: MailerLite includes drag-and-drop landing pages and forms to help you with lead generation and client engagement.
- Integrations: The platform integrates with various tools, including CRM systems and e-commerce platforms, streamlining workflows and data management.
3. Brevo
Ratings: 4.5/5⭐
Pricing: Free up to 300 Emails daily; Paid plans start at $8/month.
Brevo (formerly Sendinblue) is an all-in-one email marketing & CRM tailored for getting more sales for financial services providers. Designed with features for compliance, personalization and automation, Brevo lets financial institutions effectively connect with clients in a compliant manner.
Key Features:
- Regulatory Compliance: Brevo’s tools for secure and private email communication comply with the laws for data protection, such as GDPR and CAN-SPAM.
- Advanced Automation: The platform also delivers a strong marketing automation system complete with pre-designed journeys for client onboarding, investment updates, and re-engagement campaigns.
- Personalization and Segmentation: Leverage dynamic content and more advanced segmentation to send clients personalized messages that mirror their behavior and interests, driving increased engagement and conversion.
- Multi-Channel Communication: In addition to email, these include SMS, WhatsApp and chat integrations, to ensure financial organizations can contact the customers in the way they most prefer.
- AI-Powered Tools: Brevo’s Aura AI powers content creation, finds optimal send times and benchmark campaign performance at scale, powering data-driven marketing and maximizing ROI.
- CRM Integration: Seamlessly integrate with existing CRM systems to synchronize client data, enabling more targeted and effective marketing campaigns.
4. Sender
Ratings: 4.4/5⭐
Pricing: Free up to 2500 subscribers; Paid plans start at $7/month.
Sender is an easily managed email and SMS marketing platform that is designed to accommodate businesses of all sizes, including those in the financial industry. It provides a collection of features that help facilitate communication, increase engagement and comply with industry guidelines.
Key Features:
- Automation and Workflows: Set up automated email sequences for onboarding, follow-ups, and other customer contact with a visual drag-and-drop builder.
- Segmentation and Personalization: Leverage sophisticated segmentation to customize your message to what your customer does or doesn’t.
- Analytics and Reporting: Monitor campaign effectiveness and optimize strategies with real-time analytics and reporting on open rates, click-through rates, and heatmaps.
- Compliance and Security: Make sure GDPR and CAN-SPAM-like regulations are followed with tools for safe data and consent management.
- Integration Capabilities: Integrate easily with platforms like WordPress, WooCommerce and Shopify as well as CRM systems to connect data and boost marketing campaigns.
5. EmailOctopus
Ratings: 4.1/5⭐
Pricing: Free up to 2500 subscribers; Paid plans start at $9/month.
EmailOctopus is an affordable solution for small businesses. Its features include a drag-and-drop email builder, responsive templates, automation, sign-up forms, and reporting and analytics to provide the necessary marketing insights.
It’s especially well-suited and good for banks that need communication tools that work without the complexities and costs of larger platforms.
Key Features:
- Automation: Develop an automatic email series to be interacted with by the subscribers as and when they join your list.
- Segmentation: Use data and intelligence to segment your audience, so you can communicate with everyone on a personal level, ensuring your emails are relevant to your audience.
- Analytics: Track open rates, click-through rates and bounce rates with easy reporting options.
- Compliance: Fully compliant with GDPR, with data stored securely on servers in the EU.
- Templates: Get access to customizable templates that are designed to make you more successful.
6. Audienceful
Pricing: Free for up to 1000 contacts; Paid plans start at $29/month.
Audienceful is an all-in-one contemporary email marketing solution focused on making communication for financial businesses easier and better. Your team can draft and perfect professional-looking emails with ease with its intuitive, document-style editor, perfect for banks, credit unions, and investment companies.
Designed for finance, with features that make conversation easier for finance, Audienceful makes reaching out and engaging with clients easy.
Key Features:
- Real-Time Collaboration: Work in tandem with the team in a Google Docs-like setting for smooth content creation and approvals.
- Branded, Modern Emails: Create cross-functional, mobile-first, design accessible and dark-mode-friendly emails in minutes.
- Advanced Segmentation: Use tags, custom fields and conditional content to send precise communications to different segments of your client base for better personalisation and relevance.
- Automation & Workflows: Create drip campaigns for use cases such as onboarding clients, financial literacy, sales promotions and others, to help convert leads and keep them engaged.
- Compliance & Deliverability: Leverage Mailgun®-powered infrastructure for maximum deliverability and compliance with privacy regulations that are important in the financial sector.
- Integration Capabilities: Integrate easily with 4,000+ tools with Zapier or the API, including CRM and payment providers, to synchronize critical platforms.
7. Omnisend
Ratings: 4.6/5⭐
Pricing: Free trials; Paid plans start at $11.20/month.
Omnisend is an all-in-one email and SMS marketing platform that helps you streamline your marketing efforts. It is well entrenched in e-commerce, with its powerful functionalities further extending its use case for financial service providers who seek to enrich customer interaction and participation.
Key Features:
- Multi-Channel Campaigns: Omnisend has enabled 3 channels for financial institutions. Those are email, SMS and web push; so you can target your customer wherever they are comfortable to get in touch.
- Advanced Automation: It includes several pre-made automation workflows like welcome series, re-engagement campaigns and transactional messages which can be tailored for the needs of financial services.
- Segmentation and Personalization: Omnisend allows its customers to segment their list to focus their targeted audience in terms of age, location, behavior, gender and more, making it easier to personalize your messaging and enhance client engagement.
- Compliance Support: Since the financial industry should know the value of information security, this can help businesses with regulations such as GDPR.
- Integration Capabilities: Omnisend is compatible with different tools and CRMs, so you do not have to worry about inconsistent data, and financial service companies can use their platforms to run marketing campaigns.
8. Loops
Ratings: No Reviews
Pricing: Free up to 4000 Emails per month.
Loops is a cutting-edge email marketing solution, it was specifically built for SaaS companies, but its features and simplicity have made it perfect for companies in the finance industry looking for efficient and compliant email communication.
Key Features:
- Unified Email Management: With Loops, marketers can oversee marketing, product and transactional emails on one surface, and keep control of their communication strategy.
- User-Friendly Design: It has a clean email editor and a beautiful experience for the users, so even non-technical users can use it.
- Powerful API Integration: Loops has a full-featured API that integrates well with your current systems and routines.
- Compliance and Security: While specific compliance certifications aren’t detailed, Loops emphasizes secure email handling, which is crucial for financial services.
9. Kit
Ratings: 4.4/5⭐
Pricing: Free for up to 10,000 subscribers; Paid plans start at $25/month.
Kit (formerly ConvertKit) is the email marketing tool for creators who want to build their audience, capture and convert connections to subscribers, and own their relationship with their audience.
While it has gained popularity among content creators, its features are highly applicable to financial services firms seeking efficient and compliant email solutions.
Key Features:
- Visual Automations: Kit has an easy-to-use automation builder with a visual layout that will help you set up complex email sequences without knowing how to code. Especially for financial services companies looking to automate client onboarding, follow-ups and servicing updates.
- Segmentation and Personalization: With powerful tagging and segmenting functionality, Kit provides an easy way for financial institutions to send personalised content to their clients based on their behaviour, interests and demographics, increasing engagement and trust.
- High Deliverability: With a 99.8% email delivery rate, Kit reliably delivers important financial communications to clients’ inboxes.
- Compliance Support: Kit enables financial marketers to remain compliant with regulations such as GDPR and CCPA. Therefore, ensuring they stay within the law when sending out marketing campaigns via email.
Must Read: 6 Mailgun Alternatives You Need to Know
Financial Services Email Marketing Examples
How can financial services be effectively promoted via email? The secret is to (better) align your strategy with a complete customer journey, from when a visitor first lands on your site to when they become a repeat customer. Here are actionable ideas for practical email marketing examples at all of these stages:
1. Awareness – Lead Capture
When a visitor lands on your financial website, the primary objective is to obtain their contact information before they decide to exit your site. Given the sunset of third-party cookies, leaning on retargeting simply isn’t a sustainable long-term approach. Instead, rely on prominent signup forms to grow your email base.
Example Tactics:
- Embed newsletter subscription forms on your homepage and blog.
- Provide free lead magnets such as budgeting templates, financial planning checklists or eBooks (just make sure that if we’re under GDPR, the explicit marketing consent has been obtained).
- Utilize interactive tools like mortgage calculators or retirement estimators to segment users based on interest and automatically place them into email tracks that are associated.
Example: Money.com allows visitors to preview recent newsletter issues before subscribing, giving them a taste of the value offered.
2. Consideration – Lead Nurturing
After you’ve acquired the lead, it is time to nurture them with content that is relevant to the lead. Send sequences that interest users depending on user interest, life stage, lead score or product preference at signup. This is a way of building trust and also of giving them an incentive to select your service.
Example Tactics:
- Start a welcome series that tells people about your brand, mission, services and so forth.
- Educate your leads with newsletters or customer success stories, or market updates.
- Incentivize participation with calculators or quizzes to increase engagement and capture more behavioral data.
Example: Wealthsimple uses clear, approachable messaging and friendly visuals to explain investment options, making complex ideas easy to understand.
3. Conversion – Secure Onboarding
As leads become customers, be sure your onboarding emails emphasize ease and security. When it comes to money, trust is key, so give validation tools that make you seem credible and protect vital data.
Example Tactics:
- Ensure that confirmation and two-factor authentication emails are sent when an account is created.
- Provide them with an onboarding checklist or welcome guides.
- Further emphasize your value with tailored product recommendations and the next steps.
Example: N26 uses email and SMS in tandem for account verification, including phone pairing and double opt-ins for an added layer of protection.
These financial services email marketing examples demonstrate how to match content with user intent throughout the funnel. Through trust, value, and consistency, financial organizations can make email one of their strongest acquisition and retention channels.
Conclusion
When it comes to email marketing for financial services, choosing the right platform can make all the difference. With 77% of marketers reporting increased email engagement in the past year, it’s clear that email remains a vital channel for client communication and retention.
From personalized automation to intelligent behavior tracking, tools like Saufter are revolutionizing how financial firms approach email marketing. By analyzing user behavior, tracking competitor campaigns, and personalizing messages based on customer attributes, Saufter empowers financial institutions to deliver high-performing campaigns tailored to their audience.
If you’re serious about maximizing ROI through email marketing for financial services, now is the time to leverage tools designed specifically to meet the industry’s compliance, personalization, and engagement demands.
