From limited segmentation to a highly personalised, data-driven centralised customer database

PLATFORM

Acoustic

SERVICES

Platform Support & Training | Email Strategy | Automation Workflows | Database & Segmentation

INDUSTRY

Financial Services, Banking

Castle Trust Bank was launched in 2012 becoming a fully authorised bank in 2020. They serve almost 180,000 customers across savings, specialist mortgage finance, and retail finance arms.

As the business and reputation grew, expanding its lending operations, it was important to bring the same level of personalisation and care it puts into its financial services into its marketing.

Challenges

Unsegmented and complex data structures were barriers to personalisation delivery, with the team consumed by manual time-consuming processes.

It was important to have a single customer view to powering personalisation across the customer journey to achieve both short- and long-term objectives. We offered the technical expertise and the end-to-end support to help Castle Trust Bank deliver personalised customer experiences.

Our team understood the company’s mission and took a hands-on approach to ensure that Castle Trust Bank not only applied the right technology and infrastructure to achieve its goals but also accomplished a smooth implementation that would deliver the long-term benefits the bank was looking for.

How we helped

  • Performed an analysis of existing customer database structure which gave us a starting point to be able to compile an extensive clear plan to achieve their goals.
  • Consolidated historical data fields and created new ones to ensure the database structure was fit for purpose and allow for a personalised targeted experience.
  • Developed relational tables to expand the data available on customer records exponentially by mapping the database to relational tables. Multiple lines of data on products, investments and activities are all mapped to a single record, offering a holistic customer view. This allowed the data to be utilised in queries and segmentation, dynamic content, and in personalisation in emails.
  • Tested different customer scenarios to ensure all customers could be targeted within the new database structure through well-documented and rigorous testing plans.
  • Produced highly targeted segments to feed automation, linking different conditions together to define target recipients with maximum precision, resulting in an ever-increasing potential for engagement and conversion of emails.
  • Developed automated workflows based on customer type leveraging self-operating processes to run previously manual tasks. Workflow automation helped Castle Trust Bank save time and money and boost productivity.

“The best thing about working with Pivot is having a close and human relationship with the team. They know the ins and outs of our needs and requirements and it's much more of an ongoing relationship compared to raising tickets and trawling through help and support pages.”

Joshua Phillips

CASTLE TRUST BANK
Marketing Executive

Key results

By implementing the new customer database and automated workflows, Castle Trust Bank now have a centralised customer database, enabling them to quickly send highly personalised campaigns.

Client stories

Don’t just take our word. See how we’ve helped big and small brands pivot and get results through the power of email marketing.

Let’s make email marketing work for you.

When you collaborate with Pivot, you can send with confidence and scale at ease. You don’t have to deal with multiple agencies. Our in-house email experts deliver a full-service email marketing solution.

We’ll get to know your needs and create a strategy tailored to your goals. But first, we need a few details from you. Fill out the form below, and we’ll send a free proposal.

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