Research • UI Design • UX Design • Product Design & Direction
Commonwealth Bank is the largest bank in the Southern Hemisphere. Their CommBank Awards program is the largest of its kind in Australia, with 1.5 million members. The program covers six credit card products with an average of 33,000 points redeemed per person per year.
Commonwealth Bank wanted to develop a multi-channel end-to-end communication solution to enable them to send lifecycle marketing communications to their CommBank Awards members at different stages of their members’ journeys.
Platforms: Customer Loyalty Portal, Responsive Email Campaigns, Print Collaterals
Duration: 2014 – 2016
Tools: Adobe Creative Cloud, SDL Marketing, Litmus
Awards: Australian Creativity & Effectiveness (AC&E) Awards – Highly Commended, Email Marketing, 2015
To send personalised email communications to CommBank Awards customers using data with personal information, relevant offers and messages delivered at appropriate times.
The email template needed to work for all email types including educational, promotional and service announcements. It also needed to be responsive and support segmentation of variable data, infographics and images.
We designed a solution that took into consideration both digital and analogue execution. We applied a loyalty lens to the solution by segmenting personalisation and relevant offers, and delivering them to customers at the right moment, in the right way. Our team consisted of designers, front-end developers, data analysts, marketers, IT, customer service representatives, account and partner managers all working together managing the CommBank Awards product.
Within the team, the creative department was responsible for managing and updating the CommBank Awards website on a monthly basis. We worked to deliver CommBank Awards Campaigns with an average of 500,000 emails sent per month. We also sent out printed communications to new members as part of the onboarding and education process. These printed communications were refreshed quarterly with new product catalogues.
The CommBank Awards campaigns were effective in driving CommBank Awards customers online to redeem. Our consistent high delivery rate was due to data management efficiency. Bounced back email accounts were purged from any ongoing communications. The high unique open rate can be attributed to high personalisation in the emails and acknowledgment of customers’ milestones or behaviour.
On average, 2.9 million redemptions were made each year - approximately 43.5 billion points.
There was a 34% incremental uplift in traffic to the CommBank Awards website.
When compared to the industry average across the banking and financial services sector, both the average delivery rate (up 7%) and the unique open rate (up 12 %) were considerably higher.
