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.
By Jim Marous, Co-Publisher of The Financial Brand, CEO of the Digital Banking Report, and host of the Banking Transformed podcast
All of the examples in this financial service sales communication showcase were provided complements 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
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
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 bill pay, 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 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.
Bank of America Mobile Banking Usage Email
Bank of America Appointment Scheduling Email
TD Bank Savings Cross-Sell
