emflconf 2016 - academy bank & armed forces national bank
TRANSCRIPT
#emflConf2016@emfluence
A Test to ProvePresented by Kristin SteedVP MarketingAcademy Bank and Armed Forces Bank@kristin_steed
#emflConf2016@emfluence
#emflConf2016@emfluence
The Challenge
Open an Acct/ Enlist
Basic Training Graduation
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The Control – Status Quo
#emflConf2016@emfluence
Onboarding Test
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Design Elements
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Onboarding Test – The Results
Control Test
Avg Account Balance
21%
Control Test
Multiple Accounts
39%
#emflConf2016@emfluence
Lessons Learned• Mobile makes up
half of our readers & 2/3 of clickers!
• Emails are short and mobile responsive
• Full overhaul of bank site for mobile-optimization
#emflConf2016@emfluence
Lessons Learned
• Emails on Savings & Personal Budgeting have the lowest engagement…
• BUT, the series garners a 40% lift on savings accounts opened!
1 2 3 4 5 60%
10%
20%
30%
40%
50%
60%
Open Rate CTOR
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Click-Through Rate does not equal engagement.
- @kristin_steed
#emflConf2016@emfluence
Next Tests
#emflConf2016@emfluence
Next Tests
#emflConf2016@emfluence
Email onboarding isn’t an island.
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Closing/Questions