WSFS/Beneficial Merger Post Conversion Friction Mitigation (Campus Banking Emails)
Reach impacted college students, whose mailing address typically changes throughout the year, in advance of an impending fee for paper statements.
Motivate audience switch to eStatements to avoid the fee, without directly alluding to the fee itself.
Target audience (with and without online banking) via email, inviting them to enroll in eStatements.
Explain that eStatements save money, are more secure, and are better for the environment.
Leading the mitigation effort with email, prior to a follow-up postcard, reduced the mail quantity and associated costs.