First Direct increases conversion rate by 400%
Challenge
First Direct planned to launch a campaign to offer personalised loans to their customers in order to increase conversions and boost email engagement.
The remit included creating a truly unique campaign that would leverage the latest email marketing techniques to cut through the noise and drive substantial engagement.
Solution
After a detailed review of First Direct’s data, a target audience of existing customers was selected. This audience represented a cross section of First Direct’s customer base sorted by the propensity to be engaged by creative content.
Profusion then created a mobile-first creative email that highlighted a personalised loan offer. This included a dynamic touch-sensitive template with a ‘tap to reveal’ fingerprint which revealed the personalised offer. This was combined with Profusion’s proprietary send time optimiser to ensure the right offer got to the right person at the right time.
Result
The campaign secured a Marketing Effectiveness Award for Best Low-Budget Campaign – Personal Loans More Personal
New record for the highest uptake of loans in the bank’s history - 63% of customers viewed the email for over 9 seconds.
43% of emails opened – the highest open rate of all marketing emails that year.
20% increase in sales.
400% conversion rate, which was considerably higher than a typical loan campaign.
Sound good?