Creating a Welcoming Society
A welcome DM and email journey for new members
Leeds Building Society wanted to introduce a customer communications strategy for new members to deepen brand engagement. A test programme was put in place and Cherry Tiger were asked to develop all the activity across direct mail and email.
Multiple contact points were introduced, covering cross-sell packs introducing new products, thank you communications and softer service-led communications that outlined the many ways the Society goes the extra mile to add value for its customers. Communications were tailored to specific segments based on product holdings.
We worked with the client over a number of months to implement learnings, refining both the timing, number and content of each communication.
Following the success of the initial test the activity was rolled out to all new customers. Monitoring has continued to find the optimum level of communication and we are now working with the client to refresh the programme creatively and update messaging.