🐝 PensionBee’s Email Communication Strategy: Nurturing the Incomplete Sign-Up
TL;DR: PensionBee sent 54 emails in the first half of the year, maintaining steady engagement with 8-10 monthly emails, to encourage users to complete their registration and consolidate their pensions.
Too much, perhaps? But what’s the alternative approach? How do you maintain engagement without overwhelming your audience?
Here’s a breakdown of emails received:
📧 January: 10 emails
📧 February: 8 emails
📧 March: 10 emails
📧 April: 9 emails
📧 May: 9 emails
📧 June: 8 emails
The emails cover various topics and calls-to-action:
📋 New Year’s To-do List (visual attached)
🔄 Combine your pension
💼 Changed your job?
✅ You’re almost done (progress update)
🔍 Simplify your pension
⏳ Complete your sign-up in under 5 minutes
💡 How much do you need for retirement?
💳 Easy bank transfer options
🎙️ Pension Confident Podcast
These messages are designed to prompt the recipient to take immediate action. They achieve this by addressing the time and effort required to complete the task while emphasising its benefits.
How else can you influence people to take action?
Striking the right balance between value-driven content and frequency is key. It’s not just about how many emails you send—it’s about delivering relevant, useful information that resonates with your audience.
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