Overview

Email: Retention Efforts in Consumer Finance

Goal

Improve customer retention and recapture by identifying current customers that are exhibiting early in-market shopping behavior, who may be likely to ‘Pay in Full’ as a result.

Utilize your email channel to target outreach to those customers with timely, retention-based messages.

Strategy

Immediately trigger an email cadence to your existing customers the day they move from ‘not seen’ to ‘seen’ (‘low’ or ‘high’) across the Mortgage-General, Mortgage-Refinance and/or Mortgage-Purchase journeys.

Focus your email messaging on the benefits of refinancing or purchasing a new mortgage with you.

Initial Test
Group 1: Consumers with Activity (‘Seen’)
Group 2: Consumers with No Activity (‘Not Seen’)
Treatment: Run an initial campaign against a control group of ‘not seen’
consumers to establish your own benchmark and validate the
efficacy of the Activate signal
Measurement: The difference of lift in open rate and click-through
rate between Groups 1 & 2
Play 01

Purchase Behavior Email Trigger

#consumer-finance #retention #email

Play 02

Refinance Behavior

#consumer-finance #retention #email

Play 03

Mortgage General Behavior

#consumer-finance #retention #email