Case study · Financial

A clearer value proposition that lifted partner email click-to-open 47%

How Trellist sharpened the brand and messaging for a cash management account, applied it to a redesigned website its affinity partners could share, and then carried it into a partner's campaigns for a 47% lift in email click-to-open rate.

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Client: Financial services firm offering cash management accounts
Industry: Financial
Services: Revenue & Marketing Operations Infrastructure Engineering Website Development

The challenge

Our client offers a cash management account that reaches customers through a network of affinity partners. The product had real benefits, but its website did not explain them clearly enough for partners to promote it with confidence.

The client wanted a new site that told the story better and could be shared across partner brands. Consistent messaging across brands and audiences mattered as much as a stronger response.

What we did

Trellist started with the message, then built the website around it.

A brand and messaging strategy. We refined the value proposition so it speaks directly and clearly about the product's benefits and the needs of the people who use it.
A redesigned website. Trellist applied the new strategy to a website redesign built to be shared with affinity partners and to keep messaging consistent across their brands.
Strategy carried into campaigns. Partner feedback on the new site was so strong that one affinity partner asked Trellist to apply the same strategy to its marketing campaigns.
Email that earned the click. The refreshed messaging, carried into that partner's email, drove a 47% increase in click-to-open rate.

The impact, measured

A clearer value proposition that partners embraced, and a 47% increase in email click-to-open rate once it reached a partner's campaigns.

47%

Increase in email click-to-open rate

For an affinity partner using the new messaging

A value proposition people understand, focused on the product's real benefits.
Consistent messaging across partner brands and audiences.
Partners asking for more, with one bringing the strategy into its own campaigns.
Stronger email engagement, with click-to-open up 47%.

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