SOURCE: Responsys

June 11, 2008 13:05 ET

E-LOAN Increases Marketing Relevance by Integrating Email, Web and Search Through Responsys

Timely and Consistent Communications Through Multiple Channels Drives Conversion Lift for Leading Financial Services Company

SAN BRUNO, CA--(Marketwire - June 11, 2008) - Responsys, a leading global provider of on-demand email and marketing automation solutions, today announced that E-LOAN has improved the customer experience and increased conversion by integrating its web site, search and email marketing communications. Through Responsys, the marketing team at E-LOAN is now able to easily deliver timely, relevant and consistent customer communications through its core outbound marketing channels. E-LOAN is also extensively testing campaigns and using knowledge gained in one channel to improve the performance of the others and optimize overall marketing effectiveness.

"At E-LOAN, we place the customer at the center of the marketing experience and design our campaigns to work together to support their needs and goals," said Siara Nazir, Director of Online/Offline Marketing and Customer Retention at E-LOAN. "This fusion marketing approach allows us to deliver the same message at the same time and then use what we learn in one channel to optimize the others. By delivering a consistent and well-timed customer experience, we achieve higher conversions and improved customer engagement."

E-LOAN debuted the new integrated approach in its marketing campaigns earlier this year around the Federal Reserve interest rate adjustment. Within minutes of the Federal Reserve announcement, E-LOAN customers received triggered emails about the rate cut -- and the impact on their individual financial portfolios. The same core messages were extended to users of the major search engines and visitors to the E-LOAN site. Real-time testing of email content, such as spotlighting the exact rate cut versus a more general subject line, was used to immediately fine tune marketing relevance in all three channels.

Responsys enables the E-LOAN fusion marketing program by providing robust data integration, advanced automation and sophisticated targeting capabilities -- all on-demand, through the industry-leading Responsys Interact® platform. Through Responsys, E-LOAN is able to automatically trigger individualized communications that are perfectly timed around key events in the customer lifecycle. E-LOAN is also able to effectively segment customers based on the type of product they use and then leverage this analysis to tailor language and keyword strategy across channels.

"E-LOAN is a great example of a company that understands the benefits of integrated marketing," said Scott Olrich, Chief Marketing Officer of Responsys. "They don't think in terms of a single campaign or a single channel. Instead, they consolidated their efforts around the desired customer experience and outcome, increasing relevance and ultimately conversions and engagement."

About E-LOAN

E-LOAN is a nationwide financial services company dedicated to providing consumers with a simple, easy and open way to obtain mortgage, auto loans, home equity loans, and online savings and certificate of deposit accounts. Since its launch in 1997, E-LOAN has drawn upon its pro consumer values to improve the lending and online savings experience in revolutionary ways. By eliminating the traditional incentive structure that charges consumers higher rates and giving consumers free access to credit scores, E-LOAN is providing a uniquely open, fair and honest process. Protecting consumers' financial privacy is also a paramount concern, leading E-LOAN to implement industry leading privacy practices and advocate strong consumer financial privacy protection laws. Consumers have recognized E-LOAN for its trustworthiness and respect for customers. Three independent studies conducted by TRUSTe and The Ponemon Institute ranked E-LOAN as one of the Top 20 Most Trusted Companies for Privacy in America. In another independent study conducted by The Customer Respect Group, E-LOAN received the overall highest rating in the Online Customer Respect Study of North America's largest financial services firms. Since it started its operations, E-LOAN has funded over $32 billion in mortgage and consumer loans.

E-LOAN is a wholly-owned subsidiary of Banco Popular North America, a New York State-chartered bank, which in turn is a wholly-owned subsidiary of Popular, Inc. (, a full service financial services provider with operations in Puerto Rico, the United States, the Caribbean and Latin America. The E-LOAN deposit products are insured with the FDIC through Banco Popular North America. To find out more about E-LOAN and its products and services, logon to or call 1-888-533-5333.

About Responsys

Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, direct mail, and mobile channels. Since 1998, Responsys' hosted solutions have served as proven alternatives to expensive, on-premise marketing software, helping companies across industries improve the efficiency, effectiveness, and profitability of global marketing operations. Responsys leverages proven methodologies, current best practices, and open technology to offer marketer-centric products and services designed to drive the fastest return on investment (ROI) in the marketing industry. Headquartered in San Bruno, California, Responsys is trusted by leading brands such as 24 Hour Fitness, Apple, Avis Europe, Continental Airlines, Deutsche Lufthansa, Intrawest, KeyBank, Lands' End, LEGO, Liz Claiborne, PETCO, and Responsys is recognized as a market category leader by Forrester Research and JupiterResearch in their most recent evaluations. For more information, visit

Responsys®, Responsys Interact®, Individualized Lifecycle Marketing™ and Engage at Every Stage™ are trademarks of Responsys Inc. All other trademarks and registered trademarks are the properties of their respective owners.

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact