Personalizing The Customer Journey the Better(ment) Way - with Mike Reust, President, Betterment

Data Unlocked

English - December 07, 2021 14:00 - 18 minutes - 12.4 MB - ★★★★★ - 8 ratings
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Previous Episode: Leveraging Data & Understanding Consumer Intentionality To Drive Better Experiences - with Brad Jakeman, Co-Founder at Rethink Food and Senior Adviser at Boston Consulting Group

Next Episode: Why Data Shouldn’t Be an Afterthought in Your Business Strategy with Sara Tresch, SVP, Digital Transformation & User Experience, Charles Schwab

Betterment is transforming what good email marketing looks like for financial institutions.

Mike Reust, President at Betterment, shared how you can authentically engage people with the right personalized message and at the right time. We all know what’s it’s like to receive 50 emails a day that isn’t relevant. Marketing emails should instead focus on personalized engagement with relevant content that focuses on value.

An interesting way Betterment does this is by thinking about their customer journey and even psychologically what a customer might be experiencing, for example, 30 days in—then delivering them just the right piece of personalized content at that time.