In the summer of 2017, PenFed launched an indirect auto lending effort, where individuals were applying for auto loans at dealers, and getting the loan because of the rate, not knowing anything about the credit union.
I developed a series of on-boarding emails to educate these individuals about the complete suite of financial products and services available to them as PenFed members.
The first campaign was piloted with 6,000 members. 3,000 of these members were removed from all other email marketing initiatives over a three month period and received this welcome campaign. The other 3,000 received regularly occurring email campaigns.