A full-scale marketing automation system built in Marketo — covering 5 onboarding tracks, 4 credit card series, and triggered lifecycle campaigns reaching Chartway members at every stage of their journey.
Overview
Most email marketing is reactive — you send a campaign, you wait for results. This project was about building something that runs on its own: a connected system of automated emails that reaches the right member, with the right message, at exactly the right moment in their relationship with Chartway.
I designed, wrote, and built this entire automation ecosystem in Marketo — covering new member onboarding, fintech partner integrations, credit card lifecycle series, auto loan follow-ups, and member birthday touchpoints. In total, the system spans 30+ emails across 10+ distinct automated programs.
New Member Onboarding — Standard
The core onboarding series guides brand new Chartway members through their first 40 days, progressively introducing digital banking tools, financial wellness resources, and community impact:
Day 4 — "Welcome to Chartway! Your Banking, Your Way." — orientation and account setup
Day 7 — "Banking On-the-Go" — mobile banking and digital access
Day 7 (conditional) — eStatements enrollment version for members not yet enrolled
Day 11 — "Discover Tools to Simplify Your Banking" — feature education
Day 17 — "Free Tools to Help You Thrive Financially!" — financial wellness tools
Day 30 — "Making a Difference Together" — Chartway Promise Foundation and community
Day 40 — "Welcome! Let's Plan for Your Financial Future." — financial planning CTA
The Day 7 conditional branch is worth noting — the automation detects whether a member has enrolled in eStatements and delivers a different email accordingly, keeping messaging relevant rather than redundant.
New Member Onboarding — Indirect Auto
Members who joined Chartway through an auto loan get a tailored track that leads with their car purchase before transitioning to broader membership benefits:
Day 2 — "Congrats on Your New Car!" — celebrates the purchase, introduces Chartway
Day 7 — "Easy and Convenient Digital Access" — online and mobile banking
Day 14 — "Your New Member Services" — full product overview
Day 21 — "Earn up to 5% APY with a High-Yield Checking Account" — cross-sell
Day 28 — "Get Rewarded with a Chartway Credit Card" — credit card cross-sell
Fintech Partner Onboarding
Chartway partners with several fintech platforms to offer home improvement financing. Each partner gets a branded onboarding track that acknowledges how the member came in before transitioning them into the full Chartway ecosystem:
HFS Financial (6 emails over 25 days) Welcomes members via the HFS Financial home improvement loan partnership, covers loan management, payment setup, checking account cross-sell, and financial wellness tools.
TGUC (1 email) Congratulates members on their new loan and introduces Chartway membership benefits.
PowerPay (1 email) Welcomes members via the PowerPay home improvement loan platform with a branded congratulations and account introduction.
Credit Card Onboarding — 4 Card Series
Every Chartway credit card product has its own automated post-approval onboarding series, covering four card types: Cash Back, Rewards, Preferred, and Ignite. Each series follows the same strategic arc but is tailored to the card's specific benefits and audience:
Day 3 — "Get Ready! Your Chartway Credit Card is on Its Way" — anticipation builder
Day 7 — "Activate Your Chartway Credit Card and Start Spending" — activation push
Day 12 — "Start Earning Rewards with Your New Chartway Credit Card!" — rewards education
Day 17 — "Add your Chartway Card to your Digital Wallet today!" — digital wallet adoption
The Day 12 email is skipped for the Preferred and Ignite cards, keeping the series appropriately scoped for each product tier.
Lifecycle Automations — Auto Upgrade
Rather than waiting for members to come to Chartway when they're ready for a new car, this triggered series proactively reaches auto loan holders at key points in their loan lifecycle:
3 months after loan — "Let's Trade Keys: Upgrade Your Ride Today" — early awareness
10 months after loan — "Is it time to upgrade your ride?" — mid-cycle consideration
15 months after loan — "Upgrade Your Ride with Confidence" — prime upgrade window
Timing these sends to loan age rather than calendar date means every member gets the message when it's personally relevant to them.
Lifecycle Automations — Happy Birthday
A birthday email program with two creative versions deployed randomly to prevent repetition for multi-year members. Sent on the member's actual birthday, keeping the tone personal and the brand
What This Project Demonstrates
Building a system like this requires more than copywriting — it requires thinking through member journeys end-to-end, mapping decision logic (conditional branches, trigger timing, exclusion rules), coordinating across multiple product lines, and maintaining consistency across 30+ email touchpoints that all have to feel like they come from the same brand voice.
Every email in this system was written, designed in Beefree, and deployed through Marketo — with send timing, conditional logic, and audience segmentation defined for each program.
Skills Demonstrated
Marketing Automation · Marketo · Beefree · Email Copywriting · Lifecycle Strategy · Customer Journey Mapping · Audience Segmentation · Conditional Logic · Cross-Sell Strategy · Onboarding Design · Triggered Campaigns · Financial Services · Brand Voice