Each January, Lloyds Bank sends its customers an email about the year ahead. This year, the ambition was to tailor this to the circumstances of each individual recipient.
Our approach was to translate a spreadsheet of customer data-points into art and copy that feels like it’s made just for you. All wrapped in a clear concept: ‘Make 2024 Your Money Year’.
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We’ve all got unique hopes and goals for the year to come, and money often plays a part in them. As January rolls around, how many of us say to ourselves “This is going to be my money year”? Lloyds are ‘by your side’ to help you achieve that.
To create a truly personal experience for each customer, we built a modular email design, with each module based on a customer data-point.
We then applied four key creative principles to this, based on best-in-class personalised comms from brands like Ocado, Audi and Spotify.
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© Pete Ashworth 2023
