emflConf 2016 - Academy Bank & Armed Forces National Bank

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A Test to ProvePresented by Kristin SteedVP MarketingAcademy Bank and Armed Forces Bank@kristin_steed

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#emflConf2016@emfluence

The Challenge

Open an Acct/ Enlist

Basic Training Graduation

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The Control – Status Quo

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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%

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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

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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

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Next Tests

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Next Tests

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Email onboarding isn’t an island.

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Closing/Questions