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Acquisition, Onboarding and Cross-Sell Marketing Showcase

Check out this extensive collection of financial acquisition, onboarding and cross-sell communications that could help any bank or credit union acquire new customers, improve engagement, build share of wallet and increase loyalty. The gallery is categorized by stage of customer journey, with communication channel indicated.

Subscribe TodayAll of the examples in this financial service sales communication showcase were provided compliments of Mintel Comperemedia. Their searchable competitive database tracks direct mail, email, print advertising, mobile advertising and online banner advertising and is a go-to resource for The Financial Brand. We thank them for their partnership in this effort to show some best-in-class bank and credit union marketing examples.

New Customer Acquisition

The acquisition of new customers has become as much of a science as an art, with the combination of advanced analytic models and offer/pricing optimization that can maximize response while minimizing the effective cost of acquisition. While significantly lower amount of mailings are done today than in the past, Chase, Bank of America and USAA continue to be major players.

Chase Checking/Savings Acquisition Direct Mail

BMO Harris Checking/MMA Acquisition Direct Mail

KeyBank New Mover Acquisition Direct Mail

CO-OP Financial | eBook: Payments Disruptors, Innovations & Trends

New Customer Welcome

The initiation of the new customer onboarding process usually includes a welcome message through direct mail, email, SMS text and/or online communication. Many organizations include some form of user guide explaining the upcoming onboarding steps in a flow. By referencing how the customer can best use and benefit from their account, early usage of the account occurs, growth of the relationship is more likely, and satisfaction increases. JD Power has found that welcome and onboarding messaging should include between 7-9 communications using multiple channels to maximize the benefits.

USAA Welcome Email Landing Page

Citibank Credit Card Welcome Personalized Video Email

USAA Welcome Email Landing Page

Regions Bank Welcome Email

Regions Bank Welcome Email

Mountain America Welcome Direct Mail

Digital Banking Report | 2017 Marketing Trends

New Customer Onboarding and Engagement

Beyond the early welcome (that is delivered within 2-5 days of account opening, the new customer onboarding process usually extends an additional 3-6 months. The purpose of these communications is to increase broader usage of the new account. These communications many times focus on products like mobile banking, digital billpay, direct deposit and additional services like mobile deposit, account alerts, etc.

Capital One ‘Instant Access’ Engagement Email

Bank of America ‘Deposit Alternatives’ Email

Amex Mobile Mobile Alerts Activation Email

Notre Dame FCU Bill Pay Activation Email

Bank of America Digital Product Engagement Email

Bank of America Mobile Banking Usage Email

Customer Cross-Sell

In the past, the majority of cross-selling was done by branch personnel when the customer visited the branch office to make deposits, check balances, cash checks, etc. Over the past decade, more than 60% of the branch traffic has moved to digital channels, increasing the importance of digital channels to cross=sell additional services. Some organizations also have implemented highly targeted appointment setting programs with the intention of replicating the 1to1 engagement from the past.

Wells Fargo Automatic Savings Cross-Sell Email

Bank of America Appointment Scheduling Email

TD Bank Savings Cross-Sell

Jim MarousJim Marous is co-publisher of The Financial Brand and publisher of the Digital Banking Report, a subscription-based publication that provides deep insights into the digitization of banking, with over 150 reports in the digital archive available to subscribers. You can follow Jim on Twitter and LinkedIn, or visit his professional website.

All content © 2017 by The Financial Brand and may not be reproduced by any means without permission.

Digital Banking Report | 2017 Marketing Trends

Comments

  1. Thank you so much for this wonderful collection of financial onboarding and cross selling examples. This would take me forever to gather (if I could even get access to them) and you have it all in one article. Much appreciated. Thanks!

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