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15 Behavioural Campaign-Ideas for Bank Marketers

(Last Updated On: August 9, 2021)

Banking 2.0

Hello! Welcome to the Acquigo blog.

Are you a bank marketer with the responsibility of running 1:1 marketing campaigns targeted at your customers?

Your expectation of your customers is that they would use your bank’s account as their primary one for credit and debit transactions while maintaining a decent balance so you would get some revenue.

But not all of them do.

So, it becomes important for you to find those customers that do not bank the way you expect them to, and influence them.

In this article, we give you 15 campaign ideas that you can immediately run on your checking and savings account customers to ensure they behave in a way that is profitable to your bank.

These campaigns are based on your customers’ behaviours and we have included the right marketing actions for each of them.

These are actual campaigns that have generated significantly higher responses than other campaigns for several of our banking clients.

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Balance build-up campaign targeting customers who transfer salary immediately - Run this campaign on those Checking Account customers who transferred at least X% of his/her last salary credit within Y days in the last 3 months.

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Usage campaign targeting customers that show a drop in the number of transactions - Run this campaign on those Checking and Savings Account customers whose total number of transactions in the last month has dropped by X% vis-à-vis their usual average number.

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Balance build-up campaign targeting customers with an unusual drop in Average Monthly Balance. Run this campaign on those Checking and Savings Account customers whose Average Monthly Balance in the last month has dropped by X% compared to the last 3 month’s average.

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Balance build-up campaign targeting customers with low credit and high debit transactions. Run this campaign on those Checking and Savings Account customers whose sum of credit transactions is lower than the sum of debit transactions in the last 2 months.

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Usage campaign targeting customers with an unusually low volume of POS transactions - Run this campaign on those Checking and Savings Account customers whose POS transactions in the last month is X% less than what they have done in the last 3 months.

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Usage campaign targeting customers with a low Debit Card transaction volume. Run this campaign on those Checking and Savings Account customers whose number of debit card transactions in the last month is X% lesser than what they have done in the last 3 months.

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Balance build-up campaign targeting customers whose salary deposits stopped. Run this campaign on those Checking Account customers for whom salary credit did not happen in the last 2 months, but has happened in the previous 3 months

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Activation campaign targeting dormant customers. Run this campaign on those Checking and Savings Account customers who have not done any credit or debit transactions in the last 30 days.

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Auto-pay activation campaign targeting customers who pay their credit card bills by cheque - Run this campaign on those Checking and Savings Account customers that make cheque payments for other bank credit card payments

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Bill-pay activation campaign targeting customers paying utility bills with cheques - Run this campaign on those Checking and Savings Account customers that pay utility bills with cheques.

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Balance build-up campaign targeting customers with a high debit to credit ratio. Run this campaign on those Checking and Savings Account customers whose debit to credit ration has increased by X% in the last 2 months compared to the last 6 months.

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Retention campaign targeting customers doing debit credit wash. Run this campaign on those Checking and Savings Account customers whose sum of debits is greater than 80% of credits over the course of one week.

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Term deposit cross-sell campaign targeting customers with a substantial increase in average monthly balance. Run this campaign on those Checking and Savings Account customers whose average monthly balance has risen by more than X% in the last 2 months compared to the average monthly balance of the month before.

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Retention campaign targeting customers who have stopped incoming credits. Run this campaign on those Checking and Savings Account customers who have not got any credit in their account in the last 2 months, but have got at least one credit in the month before.

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Term deposit cross-sell campaign targeting customers with an increased number of credits. Run this campaign on those Checking and Savings Account customers whose number of credits in the last 2 months is more than the average number of credits in the last 3 months before.

Summing up

While you can conceptualize 100s of customer behaviours and come up with appropriate campaigns for each, we believe that this is a good place to start, when it comes to running marketing campaigns targeted at your Current and Savings Account customers.

If you want to get out of the herculean task of conceptualizing new campaigns for all of your banking products, we recommend you try Acquigo that comes pre-built with hundreds of campaigns for the entire customer lifecycle.

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