SAYLENT ENGAGE
Increased customer engagement through targeted outreach.

SAYLENT ENGAGE
Increased customer engagement through targeted outreach.

Incorporated in

1870

Total Assets

$1.7 Billion

Headquartered in

Whitinsville, MA

Incorporated in

1870

Total Assets

$1.7 Billion

Headquartered In

Whitinsville, MA

CHALLENGE

Increase customer engagement and profitability.

Customers with direct deposit tend to see their financial institution as their primary banking relationship. And when the UniBank customer data was processed through Saylent Engage’s data science algorithms, that proved to be true: their current direct deposit customers were more profitable and more engaged with the Bank than those customers without. Increasing the size of their direct deposit customer base could in turn increase engagement of that segment.

Solution

Through Saylent Engage, deploy a multichannel marketing campaign.

Through its targeted actions, Saylent Engage recommended a multichannel campaign to select checking customers who did not have direct deposit tied to their accounts. The campaign included a postcard and email touchpoints, offering a cash back reward for adding direct deposit within the in-market period and maintaining it for three months.

Results

Customers who qualified at the conclusion of the campaign period increased engagement with the Bank in multiple ways:

ACH Transactions

0%

ATM Transactions

0%

POS Transactions

0%

Check Usage

0%

In addition, POS engagement increased across the entire target audience (not just those customers who qualified) which was maintained for all segments three months following the campaign period.

“Saylent Engage allows us to uncover opportunities with customer segments in a more efficient and targeted way. We continue to discover new areas for growth and improved customer engagement through the platform and look forward to additional successful outcomes in 2019.”

KATHLEEN DEVITO, VP, DIRECTOR OF MARKETING, UNIBANK

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