Betterment is transforming what good email marketing looks like for financial institutions.

Mike Reust, President at Betterment, shared how you can authentically engage people with the right personalized message and at the right time.  We all know what’s it’s like to receive 50 emails a day that isn’t relevant.  Marketing emails should instead focus on personalized engagement with relevant content that focuses on value.

An interesting way Betterment does this is by thinking about their customer journey and even psychologically what a customer might be experiencing, for example, 30 days in—then delivering them just the right piece of personalized content at that time.