We’re thrilled to present our latest case study on a groundbreaking US-based fintech brand revolutionising wealth-building. Building on our previous award-nominated campaign, this new case study focuses on how we are enhancing their CRM programme by optimising and redesigning their onboarding journeys to elevate the customer experience through the multi-channel marketing platform Iterable.
Services
Campaign creation and delivery, optimising customer lifecycle journeys, dynamic content creation, multi-channel marketing, CRM strategy support
Systems
What the client required from WeDoCRM
The client reached out to us for support in managing their marketing platform, Iterable. Initially, their onboarding journeys were overly complicated, fragmented, and lacked cohesion, leaving significant gaps in their setup. We stepped in to streamline the process, offering expertise in campaign creation and optimising customer journeys across SMS, email, in-app, and push notifications.
They had multiple experiments and tests running at varying intervals between communications which made it difficult to assess the effectiveness. With nine experiments running simultaneously, all within the same journey, it was nearly impossible for the client to generate meaningful reports, leaving many aspects unchecked and unmanaged.
After analysing and creating a plan of action, it was clear there were opportunities we could implement to enhance these journeys, particularly with in-app messaging.
Our goal
Our goal was to simplify the journey builds and optimise content, to enable a clearer analysis of such an important part in the customer/lead life cycle. We also wanted to streamline the experiments at each stage, so we could assess the impact and measure the results.
How we improved efficiency and reporting
We streamlined the process by organising the journeys and creating a more effective reporting system. We reviewed and refined the journeys, separating them into experimental and controlled paths, each with its report for easier comparison.
To improve engagement, we suggested running experiments focused on “engaged” versus “unengaged” users. This approach helped us understand how to better connect with users by opening two distinct pathways in their journeys, each tailored with specific content such as welcome boosts, security messaging, and trust-building testimonials from Trustpilot.
We rewrote the copy to enhance its effectiveness and encourage more leads to convert into customers. Ultimately, we split the experiments into two distinct journeys, engaged vs unengaged, to better manage and assess their impact.
The results
Through our CRM enhancements and targeted messaging, we increased the client’s conversion rates by 332.90%.
Conversion results before and after WeDoCRM implemented a new strategy.
We are thrilled to showcase the amazing results achieved through our strategic use of in-app messaging, which we had already assessed to be the most engaging channel for our client.
Before we joined the team, click rates were quite low and scattered across emails and SMS. However, after implementing our strategies, we saw a surge of 1420.59%.
Even though In-App generates a high volume of clicks, we also saw from the results that unique clicks have risen for email too. This upward trend demonstrates the power of in-app messaging when integrated into a smart CRM strategy, leading to better customer engagement and overall performance.
Unique click-through rate results before and after WeDoCRM was onboarded
After reviewing and implementing a new content strategy with educational pieces, social proof, and incentives, we saw increased engagement in email communication which was up by 500% indicating that in-app messaging alone wasn’t the sole influence on user behaviour.
Through strategic enhancements and optimisation of the onboarding journeys for our fintech client, we have demonstrated the power of a well-executed CRM strategy. By leveraging multi-channel marketing through iterable, we not only streamlined complex processes but improved customer engagement and conversion rates. Combining dynamic content and precise targeting showcased the potential of refined communication strategies. We are so pleased with the results and that our efforts have led to substantial and sustained growth in user interactions and overall performance.
We are excited to continue working with our client and share more insights on CRM strategies.
Hear from Iterable
Looking for CRM support?
Are you a fintech company in need of CRM support? Whether you’re looking to enhance your campaign strategy, optimise customer journeys, or improve data-driven decision-making, we’ve got you covered. Our team specialises in crafting tailored CRM solutions that meet the unique needs of the fintech industry and more.
For more detailed information, explore our blogs and case studies to see how our expertise can drive success for your business.
