We put a big idea on Lloyds' new year emails: Make This Your Money Year.
We paired this with personalised art and copy based on customer insight and ECRM smarts. Now, instead of receiving a generic January email from their bank, Lloyds customers benefit from a much more modern, tailored experience.
Made with Lee Kozlowski-Dormon.
The design is modular, with each section adapting based on a customer data-point. We translating customer data and their financial goals into art and copy that feels like it’s made just for them.
We learned from best-in-class personalised comms from brands like Ocado, Audi and Spotify, to define four key creative principles. The aim was to make your personalised emails feel so good you want to screenshot and share them with someone you talk about money with.
The campaign was memorable and meaningful to customers, with flexibility for use throughout the year and across other communications. Its success established a repeatable, annually evolving ECRM framework, securing ongoing work for the agency (Your Money Year 2025, 2026, 2027...) while deepening Lloyds Bank’s customer engagement.
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© 2025 designed & built by Pete Ashworth
