A multi-channel campaign to reactivate 10,862 inactive Chartway checking members — resulting in 684 reengaged accounts, $8.1M in new deposits, and $13,300 in rewards paid out.
Overview
This campaign was built to solve a real problem: thousands of Chartway members had checking accounts sitting dormant — no debit card activity, no deposits, no engagement. The goal was to bring them back within a 3-month window using a structured incentive, smart audience segmentation, and a multi-channel approach.
I owned the strategy and execution of the full email series, developed the creative brief, and coordinated across teams to bring all channels live by October 2025.
The Audience
We identified two distinct segments requiring different messaging strategies:
90–365 days inactive (5,588 members): "We Miss You" — benefit-focused, warm re-introduction tone
366+ days inactive (5,274 members): "Dusty Debit Card" — playful, direct callout of long-term inactivity
Total audience: 10,862 members
The Incentive
Members could earn up to $150 in rewards ($50/month for 3 months) by completing three qualifying actions each calendar month:
Enroll in eStatements
Make deposits of at least $500 in new money
Complete 10+ debit card transactions
The qualification structure was intentional — each requirement also drove a separate business objective: digital adoption, deposit growth, and debit card engagement.
The Campaign
The campaign ran across four channels simultaneously:
Email (7 emails — my ownership) I wrote, designed in Beefree, and deployed via Marketo a full lifecycle series with unique messaging for each touchpoint. The series was segmented into three tracks:
Non-Engaged / Short-Term: 4 emails for members inactive 90–365 days, using "We Miss You" messaging that progressively built urgency
Non-Engaged / Long-Term: 4 emails for members inactive 366+ days, using the "Dusty Debit Card" creative concept with a more direct, playful tone
Re-Engaged: 2 emails for members who had already started qualifying, celebrating their momentum, and encouraging them to keep earning
Each email refreshed the hero image, headline, and CTA to prevent fatigue across the 3-month cadence. The send schedule was: October 8 → October 23 → November 6 → November 20 → December 3 → December 16
Direct Mail A postcard drop (2,794 pieces) launched the week of October 1, targeting the 90–365 day inactive segment. The creative used the "Dust off that Debit Card" headline with a QR code linking to chartway.com/dustydebit for disclosures.
Outbound Calls Phone outreach began October 7, targeting members 180+ days inactive, with follow-up calls ongoing through mid-December for non-responders.
Online Banking (OLB) A banner and disclosure page went live on October 8, providing incentive details and terms directly within the digital banking environment.
The Results
The campaign exceeded its reengagement goal of 543 accounts (5% of the audience):
Metric | Result |
|---|---|
Accounts reengaged (1+ debit transactions) | 684 |
New deposits generated | $8,133,689 |
Total debit card transactions | 12,643 |
Rewards paid out | $13,300 (266 accounts) |
Campaign budget | $37,050 |
Cost per reengaged member | ~$54 |
The incentive payout rate landed at 39% with 266 accounts qualifying for at least one $50 bonus payment.
Skills Demonstrated
Email Marketing · Campaign Strategy · Audience Segmentation · Copywriting · Beefree · Marketo · Direct Mail · Multi-Channel Campaign Management · Financial Services · Compliance Copywriting · KPI Tracking