BoE Bank, the business banking division of BoE, has taken a lead in marketing and communication initiatives through the use of Rocketseed, the "insert messaging" application developed through a joint venture between JSE Securities Exchange-listed Global Technology and Cape-based Latitude Blue.
It has achieved up to 1 000% higher clickthrough rates with Rocketseed than can be achieved through other mechanisms, allowing the bank to achieve its customer communication objectives.
BoE Bank has implemented a customer relationship management (CRM) programme which encourages commercial bankers to communicate frequently and meaningfully with their clients. While personal contact remains the preferred route, the commercial bankers send regular personal e-mails to their business clients. Rocketseed`s unobtrusive insert messaging is used to add powerful, cost-effective branding and targeted marketing value to those e-mails.
Rocketseed also facilitates the measuring of the bankers` required output and has proven effective as a cross-selling mechanism. In addition, corporate e-mails now look professional, branded with BoE Bank`s logo and corporate look and feel, commensurate with the required image of a financial services company, improving client perception of both the managers and the company.
Rocketseed was initially implemented in nine BoE Bank centres, with the intention to roll it out nationally.
Three inserts, each featuring and profiling a unique BoE Bank service, were used to drive recipients directly to the relevant information on the bank`s new website. This promoted core services and exposed the new site to existing clients, most of whom had not visited it before.
"Measurement was key to the BoE marketing effort," says James Burton, marketing director of Rocketseed. BoE was able to measure the performance of the different messages being sent, with an average clickthrough rate from all messages of 29,5%. This is up to 1 000% higher than can be achieved through other mechanisms. In addition, Rocketseed, not being an attachment, can make it through corporate firewalls, making it a ubiquitous tool for corporate branding."
"While Rocketseed forms a vital part of an integrated campaign," says BoE Bank`s marketing manager Gary Hendrickse, "it can be used in isolation at a fraction of the cost of traditional marketing channels without prejudicing impact." BoE Bank (the business banking division of BoE) recently used Rocketseed to communicate the Nedcor/BoE merger on the same day that the announcement was made. The campaign produced exceptional results, achieving a 106% clickthrough rate on the graphic insert message, linking recipients to a Web page providing a detailed overview of the merger.
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