Confidence Builders
Background: The Confidence Builders (CB) team is a group within the Retirement Plan Services (RPS) division that delivers deeply researched and highly personalized communications, based on participants' financial behaviors to improve their financial experience. Confidence Builders attempts to center experiences around participant value using qualitative/quantitative testing and user research.
Problem Statement: The Confidence builder team needed to test how audiences preferred the tone, structure, and content of the emails that participants would receive and decide how they would engage with the content.
Target Audience: The below example is from CB 25, which was based in RPS participants taking a quick financial wellness quiz. The quiz is made up of 5 to 7 questions that will help participants better understand their financial wellness, goals, and future. Where other Confidence Builders initiatives tend to be more streamlined for a particular type of audience, CB 25 was for a wider group of participants.
Confidence Builders 25 Email Option 1
Confidence Builders 25 Email Option 2
Strategy: In these two sample emails for CB 25, we tailored a slightly different message that was tested via usertesting.com through recorded sessions, 5 each per email sample. The recorded results were analyzed and compared via the team.
Engagement: Lorem (click rate) ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco.
Results: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
