Chelsea Building Society asked Cherry Tiger to design a comprehensive nursery email programme to welcome their new savers on board, and help to settle them in.
It’s one thing to open a savings account, it’s quite another to feel at home with your chosen provider – especially if you’ve only come in for the rate.
Cherry Tiger’s challenge was to engage with Chelsea Building Society’s members – at various stages of their customer journey – and help them to feel like part of the mutual.
We began with a warm welcome, simply to confirm the opening of the account, and then moved the conversation on to discuss the benefits of being part of a mutual. If a customer had opened an account, but not actually funded it with any money, we sent a gentle reminder, followed by a more urgent call to action ahead of a deadline.