Customer case
Deutsche Bank
Personalized relationship marketing: Deutsche Bank rose to the challenge
The recipe for success
- a comprehensive cross-channel strategy
- Relevant programs
- a good balance between digital/human
- a continuous collaboration with Actito
And what an undertaking it was: launching more targeted messages to ensure that e-mail campaigns became a cornerstone of its relationship marketing strategy in the bank sector. It is has become more than obvious that Deutsche Bank Belgium successfully pulled off what it set out to achieve, namely bringing targeting and personalization to the next level! The bank, which specializes in financial advice, has crushed all the records, with an average open rate of 50%, which is 2.5 times greater than the European average in this sector.
In 2018, an IBM study reported that the average click rate for the European bank sector was 2.5%. Deutsche Bank, meanwhile, achieved a click rate of 12%! Such success rates are not achieved overnight. The bank needed to work, share, learn and adapt to achieve these effective results.
Eric Godefroid, the CEO of ACTITO Belgium, stresses: “You must combine digital and human instead, because 80% of the learning happens during the process.” Philippe Etienne adds that debriefing sessions are organized every three months, that enable the project partners to adapt the marketing automation strategy so it continually evolves. Topics range from how to improve templates, targeting, campaign reporting, profile-based personalization…
The bank sector is a unique sector. The usage of personal data is a very sensitive topic and requires additional precautions, that are very different from the retail sector. ACTITO, the European leader for agile marketing automation, combined good advice with a GDPR-compliant platform. The dedicated teams, that are always on hand to assist customers, focus on developing hyper-relevant content for the marketing campaign, when and where needed, based on each user’s profile.
The Deutsche Bank case, a success story in the banking sector, is innovative because of the level of personalization that is achieved, which is unique in this sector. To find out more, click below to read the article in Gondola Magazine.
He shares his experience
The criteria can be defined according to the risk profile, the quantity and frequency of investment, the business segmentation (retail client, personal banking, private banking) or by agency location...
The average e-mail open rate was 50%, compared with the European average for the bank sector, which is 21%. The click rate, meanwhile, is 12%, compared with an average of 2.5% in the European bank sector.
Discover Philippe Etienne's testimonial (NL version)