1: So the customer is Georgia United Credit Union.
They have a really great cross-sell campaign.
It includes elements of behavior, segmentation, personalization,
and it's all run through an automated program in Act-On.
To set the scene,
just because these stats are literally out of this world,
this is their welcome email or the email that is the first
email in their onboarding series.
They have a 77% open rate and a 44% clickthrough rate.
So a super engaged audience,
but they weren't really doing a lot to continue to tap into
that and engage the audience.
So they wanted to figure out what could they do in order to get this audience to
start converting over to more of their different products and
services, right?
And so they went through and they thought about how could we segment
out these different customers?
Are they somebody that's a new member to the credit union? What products
do they already have? What services are they using today?
And then what sort of account type do they have?
There's a lot of different nuances here,
but this goes back to what Carol was saying. I love that.
Make these make smaller groups.
Once you can start segmenting and then you can really laser focus in your
communication. And that's exactly what they did.
So they sort of had this waterfall approach of a personalized
focus, cross-selling stream,
and they would enroll somebody into this automated program one
month after they were onboarded with the credit union.
And the first question here that they would ask is,
did they recently qualify or get denied from a loan? Based off of that answer,
you would then go into this sort of waterfall and it goes
monthly until you would exit the program and
the different offers there are Do you have a checking account?
Can we get you an auto loan, home loan, personal loan?
All those kinds of things that different financial institutions offer and what
they called the,
they're always delivering the next best offer.
Well,
this program in the first 11 months generated
800 upsells for them. So huge success.
And this is a program that wasn't running before,
so those were 800 upsells that they wouldn't have had otherwise.
This is what they've got with marketing automation,
kind of putting all of the tools in their tool belt
to use to really create a great customer experience,
but also end up helping the business as well.