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. We did this with a big idea – Your Money Year – and personalised art and copy, powered by under-the-hood ECRM smarts. Made with Lee Kozlowski-Dormon.
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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 translated customers' data 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, and decided on four key creative principles. The data should feel so good you want to screenshot it and share it 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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© Pete Ashworth 2025
