Challenge
A company specializing in investments and financial planning found that most new and potential clients were not fully aware of the benefits of the financial products offered. Customers had limited knowledge of more advanced instruments such as mutual funds, pension plans and life insurance. This lack of education led to low levels of confidence and a low number of inquiries, especially for more complex products. The rate of interest in long-term investments was only 2%, and the company struggled to communicate the value of these products in a way that was easy for customers to understand.
Action
The company implemented iPresso, a marketing automation system that allowed it to run comprehensive, automated educational campaigns tailored to different customer segments. Key steps included:
- Customer segmentation
Based on demographic analysis and previous interactions with the company, customers were divided into segments such as young professionals (25-35 years old), families (35-50 years old) and those preparing for retirement (50+).
In addition, their level of financial knowledge was taken into account, identifying groups of beginners and advanced investors.
- Automated email campaigns
A series of automated educational emails was launched, tailored to the needs of each segment. Emails were sent every 3-5 days depending on customer engagement.
Each campaign included a series of messages of increasing sophistication, starting with basic information about financial products (e.g., what mutual funds are) to more detailed analyses of the benefits of long-term investments.
The messages used interactive materials such as infographics, educational videos and calculators that allowed users to simulate potential returns.
- Webinars and push notifications
Customers were automatically invited to educational webinars on selected products, such as “How to plan for retirement” or “Fundamentals of investing in mutual funds.”
The automation system reminded customers of the events via push notifications and emails.
For customers who were unable to attend, webinar recordings were automatically sent.
- Personalization of content on the website
Dynamic educational content tailored to customer segments was launched on the website. Site visitors who were interested in retirement plans, for example, saw relevant articles, tutorials and interactive financial tools, allowing them to deepen their knowledge on the topic.
Customers could also sign up for educational series directly on the site.
- Automation path
After completing a given educational series (e.g., “Fundamentals of Investing”), the client automatically received access to further educational materials more tailored to their needs, such as “Advanced Investment Strategies” or “How to Optimize Taxes in Investments.”
Results
- The number of people who contacted the company for more information on advanced financial products (funds, pension plans) increased by 17%.
- A survey after the educational campaigns showed that 78% of participants said they had a greater understanding of the products offered, which translated into greater trust in the company.
- Customer conversion to long-term products, such as mutual funds and pension plans, increased from 2% to 6%.
- The average investment value among new clients increased by 25%, reaching PLN 50,000.
- Automatic webinar reminders generated attendance of 65% of those invited, and 41% of people watched recordings if they could not attend live.
- By better educating customers on the value of long-term financial products, the customer attrition rate decreased by 15%, which translated into greater stability in the company's investment portfolio.
