Leeds Building Society and Cherry Tiger recently worked closely together to enhance product-focussed communications. We refreshed direct mail and email activity to introduce the full spectrum of saving options in concise, logical sequence.
In an effort to increase engagement and further improve performance we refocused the proposition to ensure that our offering was as empathetic and customer-centric as possible. Rather than majoring on the specific detail of each account type, we promoted tangible, real-world examples of how each option could help with specific scenarios.
We produced 2 versions of mailing pack and email. Current ISA customers received a communication that gave Instant Access, Regular Saving and Fixed Rate Bond accounts balanced coverage. Non-ISA customers received messaging that led with greater detail about ISAs and taking advantage of their tax-free allowance, with the other options summarised more concisely.