Four different brands followed the same customer journey. Samples from different market brands are shown below: Bank of Oklahoma, BOK Financial, Bank of Texas, and Bank of Albuquerque.
A five-touch onboarding journey was deployed over a 60-day time period to introduce newly acquired clients. Channels used were direct mail, video, the mobile app, email, and a landing page.
In the planning phase, I worked with executives to align target goals. Then I established a marketing plan to state the goals, identify and segment the target audience, outline the tactics and KPIs, present the plan, and work with internal teams to build the below assets to execute the plan.
The new strategy saved the company $40,000. The results were an improved onboarding journey with more engagement, more opportunities for customer feedback, and an increase in target enrollments for digital and e-statements.
Website landing page (above). The landing page was used inside the email to redirect to FAQs and cross-sell opportunities.
Video (above)
Touch 1 - Direct Mail and email scheduled to arrive on the same day (email shown above. The direct mail sample is at the bottom of this page.)
Email touch 3 shown above.
Email touch 4 and 5 shown above. Touch four shares content marketing. Touch five is a short email directing the clients to a survey.
Above is the direct mail that arrived around the same time as email touch 1.