[et_pb_section fb_built=”1″ _builder_version=”4.27.3″ _module_preset=”default” da_disable_devices=”off|off|off” global_colors_info=”{}” theme_builder_area=”post_content” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
When it comes to financial services, marketing is a serious business.<\/p>\n
Because loyal customers not only require engaging, timely, and personalised communication. They also need to feel reassured, and that their finances are in safe hands.<\/p>\n
That\u2019s where lifecycle marketing automation steps in. By delivering tailored, timely, and relevant messages, brands within the financial services industry can guide customers through every stage of their journey whilst fostering a positive, long-term relationship.<\/p>\n
In this blog post, we cover some of our favourite lifecycle marketing automation<\/a> campaigns that help financial services keep their customers happy, long term.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n First impressions matter, especially in financial services<\/a>. Whether opening a bank account, securing a loan, or purchasing insurance, customers want reassurance that they\u2019ve made the right choice.<\/p>\n A considered onboarding campaign provides both a warm welcome and the information customers need to get started confidently.<\/p>\n Brands in this industry should start with clear confirmations and personalised messages stating key information, such as new account details or policy numbers. This can also be expanded to include mobile app set-up, key features of their account or policy, and how to access documentation.<\/p>\n In addition, contact information should be incorporated, such as customer support email and telephone numbers, for easy access.<\/p>\n By combining clear details with actionable next steps, financial services<\/a> can reduce friction, build trust, and set the foundations for a loyal, long-term relationship.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-1.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-1″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Financial customers\u2019 needs evolve over time, and being a brand that anticipates these needs helps to ensure that customers remain loyal.<\/p>\n Lifecycle marketing automation<\/a> enables brands in this space to utilise behavioural insights to deliver highly personalised recommendations that are not only helpful to the customer, but can also increase revenue for the business.<\/p>\n For example, a banking customer with a current account may benefit from a higher-interest savings account, whilst a home insurance customer could be introduced to add-ons such as personal belongings coverage for their policy.<\/p>\n It\u2019s important to note that these aren\u2019t generic upsell promotions, instead, using data and dynamic content, businesses can offer well-considered, data-driven suggestions that are both relevant and helpful.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-2.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-2″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-3.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-3″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Maintaining ongoing customer loyalty requires ongoing effort. Instead of focusing purely on revenue-generating emails for current customers, campaigns focused on engagement help to maintain connection and keeps finance brands front-of-mind.<\/p>\n For example, an insurance company could include home safety advice or ways to lower premiums. Whilst a bank can include information on managing debt or saving for retirement. <\/p>\n The most important element of these campaigns is that they aren\u2019t focused on making a sale, instead, they\u2019re focused on showcasing expertise and offering support proactively.[\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-5.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-5″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-6.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-6″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Renewals can often feel like a chore for customers, unless they are made seamless. <\/p>\n Financial products like fixed-term savings accounts, insurance policies, and mortgages often come with an expiration date. A timely renewal campaign ensures customers feel well-cared for during the transition, and are also engaged before they look to competitors. <\/p>\n These automated campaigns can outline the customer\u2019s current product or service, their options for renewing, and even personalised recommendations tailored to their goals.<\/p>\n To add a little sweetener, brands in this industry could also incorporate loyalty discounts or extra benefits for current customers who are renewing.[\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-7.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-7″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Key to maintaining happy customers is ensuring that they feel heard.<\/p>\n Feedback campaigns create opportunities for financial services<\/a> to show that they are listening to their customers. Whether it\u2019s after a loan application, a claims process, or a policy renewal, asking for feedback demonstrates a commitment to improving the customer experience. Whilst also providing businesses with invaluable data to develop services.<\/p>\n These feedback campaigns can come in a variety of formats, from a simple NPS email, to asking for a review or testimonial.<\/p>\n Even better, actions can be triggered off the back of this feedback. For instance, customers who respond with a low score could be contacted by a customer service representative. Whilst those who leave glowing reviews could be sent referral campaigns.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-8.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-8″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” text_font=”||on||||||” text_font_size=”12px” text_orientation=”center” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Source: ReallyGoodEmails<\/a><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]Sometimes, customers simply go quiet. And there are a number of factors that can cause this, it could be a dormant savings account, a lapsed insurance policy, or a lack of action for essential next steps.<\/p>\n To win these customers back, a re-engagement campaign provides the perfect way to reconnect and rekindle relationships with a timely and engaging outreach communication.<\/p>\n As well as a simple reminder to take the next steps, these emails could include risks of disengaging, such as a lack of home or car cover, as well as the benefits of re-engaging, such as a discount for renewing a policy or promotion of new account features.[\/et_pb_text][et_pb_image src=”https:\/\/deployteq.com\/wp-content\/uploads\/2024\/12\/7-lifecycle-marketing-automation-campaigns-financial-9.png” title_text=”7-lifecycle-marketing-automation-campaigns-financial-9″ align=”center” _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.3″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||12px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.3″ _module_preset=”default” custom_margin=”||40px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n For customers, financial services might not have the emotional pull of a favourite retailer or travel brand, but building loyalty in this space is far from impossible. And whilst loyalty isn\u2019t built overnight, with the right approach, it can last a lifetime.<\/p>\n At Deployteq, we specialise in helping financial services<\/a> harness the power of marketing automation to create these kinds of connections.<\/p>\nWelcome and Onboarding Campaigns to Build Confidence<\/h2>\n
Cross-Sell and Upsell to Meet Customer Needs
\n<\/h2>\nEngagement Campaigns to Maintain Relevancy<\/h2>\n
Renewal Campaigns for Seamless Next Steps<\/h2>\n
Feedback Campaigns to Build Trust by Listening<\/h2>\n
Re-engagement Campaigns to Bring Customers Back<\/h2>\n
Next Steps<\/h2>\n
With the right lifecycle marketing automation strategies, businesses in this industry can create meaningful, long-lasting relationships with customers. When they feel valued, understood, and supported, they\u2019re not only more likely to stick around, they\u2019ll even champion a brand to others.<\/p>\n