Guild Super
Top of Funnel Marketing & CRM Strategy for GuildSuper
Brief
When a member consolidates their superannuation into one fund they are far more likely to stay. It saves members money as a result of reduced fees from multiple accounts. In addition, members become more profitable to a Super fund when their account reaches $6,000. Despite the mutual benefits, 34% of GuildSuper’s fund members had a balance of less than $6k.
Background
Razorfish were tasked with educating members on the benefits of consolidating their super into one fund, with the goal of increasing GuildSuper's new memberships from 3% to 10% within the first 90 days of the campaign.
35%
Increase in online orders 2023
Solution
Razorfish developed a multi-channel CRM campaign that educated members on the ease and benefits of consolidating their Super fund. The campaign ran over a 9 week period across eDM, social, SMS and in-app messaging, driving members to take action in consolidating their Super fund.
The CRM and marketing strategy successfully educated members and guided them through the roll-in process, resulting in a significant increase in new members. By utilising a multi-channel CRM approach, Razorfish helped GuildSuper enhance member engagement and improve the efficiency of their communication strategy. The campaign not only increased roll-ins but also contributed to long-term member retention and profitability.
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