BayCoast Bank: The First 90 Days
Email Marketing
Marketing Automation
Content
Strategy
Most bank onboarding is a form letter with a logo on it
Every bank knows the first ninety days determine whether a new account becomes a relationship or a dormant balance. But few market like it.
The standard onboarding program is generic messaging built inside whatever technology the bank already leverages (i.e. a welcome email, a product cross-sell, a survey nobody answers). BayCoast Bank wanted the opposite: a program that felt like the institution itself, and that actually moved new customers toward online banking, mobile, and the wider set of BayCoast companies.
HIFI worked across BayCoast’s retail, marketing, and IT teams to build it on Salesforce.
About The Work
Built on the bank’s own data
The program starts with a letter from BayCoast’s president and moves through what to expect, online banking, mobile, ways to bank, and the family of BayCoast companies (mortgage, insurance, investments) sequenced by what the customer is likely to need next rather than what the bank wants to sell next.
Getting there meant strategy before creative: data and segment planning, a messaging matrix, journey mapping with BayCoast’s own team, and the automation rules that determine who receives what and when. We designed and wrote the emails, then built and programmed them in Salesforce, with analytics and reporting configured before launch rather than after.
Mapping The Onboarding Journey
Every institution’s onboarding journey has a different set of variables (i.e. customer product segments, data availability, compliance timing, automation rules). We walked BayCoast through a series of questions and data-mapping exercises to answer one thing: how do we make sure the right person gets the right message at the right time, every time, without anyone touching it manually?
Client Review
We have worked closely with HIFI for a few years and they have supported us in many areas of marketing as we continue to grow and focus on multiple brands. The team we work with is very strategic, technical, creative and responsive to our needs. Their knowledge of the financial services industry is excellent and they stay on top of trends and best practices. HIFI is a great partner in planning, innovation, and execution and we look forward to working with them well into the future.
