Intro

I project managed the creation of an editorially driven newsletter that specifically caters to the needs and interests of the HNWI who are Barclays Premier customers.

Project

Barclays Premier eCRM Newsletter: Life Notes

Client Name

Barclays Premier

The Challenge

The Barclays Premier Customer base, who were HNWI, felt their needs were not met with the incumbent generic eCRM newsletter.  They fell into two distinct groups:

* The younger generation who had no children or were starting families. This segment
were forward planning on a range of areas including building up
investment and property portfolios, paying school fees of their children, and other expenses.

* The older generation who were empty-nesters, thinking about their retirement plans
etc.

They had expressed through feedback from the Barclays Premier user research group that the previous emails were boring, irrelevant and unengaging. This resulted in low CTR and open rates of the old version of the generic newsletter.

I led on the strategic discussions concerning how to rework the newsletter to become a product that would speak into key life moments and milestones for both demographics within this customer base.  The newsletter was then rebranded as Life Notes to communicate this key message.

The new Life Notes eCRM newsletter had to achieve the following objectives of driving Premier customers to:

* Engage with newsletter and article content

* Think differently about travel

* Consider signing up for Barclays related products

* Sign-up for monthly prize draws

Ultimately, see the benefit of the comms and feel more valued as Barclays Premier customers.

The Solution

Email newsletter: Creation of a beautifully curated and editorially driven e-newsletter.  The purpose was to attract and engage priority customers with intriguing subject lines and compelling article summaries that drive interest to learn more.

Organic social: Expand reach and engagement around top performing newsletter content with social-first posts to Barclays followers.

Paid social: Re-capture and re-engage by targeting afresh both priority and blue customers with customised social content.

Using the .co.uk website: Drive engagement, interest, and consideration with compelling travel article content and more info on Avios, and Travel Wallet.

The Results

The July Newsletter Highlights

* Click rate stronger, which would suggest curated journalism works well or adds more
value for Premier customers

* Open rate was strong and gaining traction

* Barclays progressed with editorially driven content for the next two editions for
October 2022 and January 2023

Client Website

Location

UK