Campaign management for banks and cooperative banking groups

Maturity of a fixed-term deposit, savings certificate, savings plan or a life insurance policy brokered through the group within ≤ 90 days. The data comes from the core banking system via an interface; customers who newly meet the condition start on the same day.

Private customers with a maturity date ≤ 90 days away, an assigned adviser and at least one permitted channel.

1. Day 0 – entry: The four checks run (matching journey, data and consent per channel, re-entry, priority).
2. Day 0 – announcement: email, if email consent has been given. Fallback: personalised letter with a personal access code.
3. Wait for event “Landing page login”: 7 days after an email, 10 days after a letter.
4. Yes → personal landing page “Your options from 31 March”: reinvest · pay out · advice. Access via a lock page with two factors (date of birth + code).
5. No → reminder: at most two reminders by email or a second letter.
6. Condition: appointment request or lead score ≥ 60 → task for the adviser with what the customer has read.
7. Exit: converted (reinvestment booked) or completed.

Amount and maturity date, adviser with photo and direct line, argument per profile from the approved argument pool (security, flexibility or tax advantage), institution brand.

Consent is checked per channel – so Marlene Hoffmann, without email consent, receives the letter, not the email. The link never contains an account or customer number, only a signed token. The investment advice itself stays in the advisory meeting. Calls by the adviser only where consent has been given.

Micro: landing page login, option viewed, appointment requested · Macro (primary): reinvestment in-house, reported back from the core banking system.

Reinvestment rate per institution, branch and channel; time to appointment; exit reasons (e.g. “left segment” because paid out).

End of the fixed borrowing rate period in ≤ 18 months; monthly update from the lending system.

Mortgage customers with a residual debt at the end of the fixed-rate period; excluding customers whose adviser is already in discussion with them (attribute or adviser exclusion).

1. Month −18: letter or email from the adviser: “Your fixed-rate period ends on 30 September 2027.” Link to the personal landing page with residual debt and options (extension, forward loan, adjust repayment).
2. Wait for event “Options viewed”: 14 days; one reminder if there is no response.
3. Condition “Calculator used” → task for the adviser: offer an appointment.
4. Month −6: second wave for customers without a response, preferably by letter.
5. No later than month −3: statutory notification under Section 493(1) BGB – still from your lending system or as a separate, approved letter step. Promotional content stays separate from it.
6. Exit: converted (follow-up agreement signed) or left segment (loan redeemed).

Residual debt, date, property location, adviser, argument “planning certainty” or “flexibility” per profile.

Mandatory information and advertising are separate steps, each with its own approval. The terms in the text come exclusively from approved building blocks.

Micro: landing page login, calculator used, appointment · Macro (primary): follow-up agreement before the end of the fixed-rate period.

Share of extensions and forward loans before the due date, redemptions as exit reason, response per wave and channel.

Account opening, reported via interface. The journey starts immediately (event-based ongoing campaign).

New private customers with a current account; variants for students, career starters and account switchers by attribute.

1. Day 0: welcome email from the branch, the adviser introduces herself (service message).
2. Wait for event “Online banking activated”: 7 days; without activation, a help email with step-by-step instructions, or a letter if there is no email address.
3. Day 14: account switching service explained: moving standing orders and direct debits.
4. Day 30: set up card, app and mobile payments.
5. Day 60 – only with marketing consent: invitation to a first financial consultation.
6. Exit: completed; converted as soon as the account switch is reported.

Account model, life stage (by attribute), branch and adviser, channel by preference.

Service and advertising are separate steps. Marketing consent is actively requested at account opening – never pre-ticked – and checked per channel in the platform.

Micro: online banking active, card set up · Macro (primary): account switch completed.

Activation rate after 7 and 30 days, share of account switches, drop-off points in the funnel.

One-off or recurring campaign: customers aged 30 to 55 without a retirement provision or securities savings plan with the bank.

Only customers with marketing consent for the respective channel and an assigned adviser. Customers in higher-priority journeys (reinvestment, follow-up financing) pause this campaign.

1. Day 0: personal invitation from the adviser by email, otherwise by letter: “Five questions, ten minutes – and we’ll know where you stand.”
2. Wait for event “Check completed”: 10 days.
3. Complete → task for the adviser with the answers and a suggested appointment. Partial → reminder “Continue the check”. No response → one reminder, then exit.
4. Appointment arranged → journey ends as converted.

Adviser with photo, argument per risk profile (security, return, flexibility), imagery per life stage, AI text variants after approval.

Only approved attributes are used – no analysis of account transactions for marketing purposes without a legal basis. Every AI variant goes through the compliance and tone-of-voice check and the approval. The adviser can take individual customers out of the campaign.

Micro: check started, check completed · Macro (primary): advisory appointment arranged.

Check completion rate, appointment rate per adviser and branch, drop-off questions in the check.