Project Overview & Scope
Our client is a mid-sized wealth management and insurance advisory firm serving individual policyholders and investors across the country. Despite strong product offerings spanning life insurance, pension planning, mutual funds, and portfolio management their marketing function relied entirely on mass email blasts with zero personalisation. Key milestones such as policy renewals, portfolio reviews, and new product eligibility were being missed, leading to rising lapse rates and poor cross-sell performance. We were engaged to implement Salesforce Marketing Cloud and build an intelligent, lifecycle-driven communication framework tailored to each client's financial journey.
The Challenge
Critical dates like renewals and maturities failed to trigger any automated outreach. Low Engagement & Static Content Manual sign-off processes added days of delay to every marketing campaign. Inability to track and react to specific client behaviors or life event triggers.
The Solution
Developed 8 distinct Lifecycle Journeys triggered by real-time data for onboarding, renewals, and reviews. Implemented AMPscript-driven personalization to dynamically display product holdings, adviser details, and Next Best Action. Embedded a Digital Approval Workflow directly into the journey activation process for rapid compliance review. Created specific Triggered Journeys for lapses, maturity dates, and life events like retirement or family milestones.
Key Features & Capabilities
Advanced technical features and capabilities engineered for this solution.
Journey Builder Flows
Dynamic Segmentation
Personalised Email Content
Regulatory Approval Layer
A/B Testing
Analytics Dashboards
Mobile Push Notifications
Results & Value Delivered
The firm now operates all eight journeys independently following a structured internal training and certification program delivered as part of the engagement. The regulatory approval workflow cut compliance turnaround by over 80%, significantly reducing time-to-market for new communications.
Powered by Cutting-Edge Tech
Leading technologies and tools used to build this solution.
Salesforce Marketing Cloud
Used as the core marketing automation platform to manage customer data, create personalized campaigns, automate customer journeys, and deliver targeted email communications over the large scale of product SKUs.
Journey Builder
Configured automated customer journeys for cart abandonment, win-back campaigns, VIP loyalty nurturing, and back-in-stock notifications. Multi-step journeys were designed with timed triggers (1hr, 24hr, 72hr) to maximize customer re-engagement and conversions.
Mobile Studio
Implemented AI-powered product recommendation logic to dynamically display “Recently Viewed,” “Frequently Bought Together,” and personalized product suggestions based on customer browsing and purchase behavior.
Email Studio + AMPscript
Developed responsive and modular email templates with dynamic content blocks. AMPscript was used to personalize emails in real time by displaying customer-specific products, wishlist items, recommendations, and promotional offers.
Contact Builder
Structured and unified customer data from multiple touchpoints, including browsing behavior, purchase history, wishlist activity, and engagement metrics, enabling advanced audience segmentation and personalization.
Analytics Builder
Built dashboards and performance reports to track campaign KPIs such as open rates, click-through rates, cart recovery performance, repeat purchase trends, and customer engagement metrics for continuous optimization.
SFMC REST API
Integrated external e-commerce systems with Salesforce Marketing Cloud to sync customer activity, product catalog updates, wishlist events, and inventory status in near real time, enabling automated personalized marketing triggers.
SQL & Data Extensions
Used SQL queries extensively for audience segmentation, customer behavior analysis, purchase pattern tracking, deduplication, and automation of targeted campaign audiences.
Interface & Dashboard Previews
High-resolution interface previews and system screenshots.
What Our Clients Say
Our clients value not just our technical expertise, but our ability to deliver consistently, communicate clearly, and act as a true extension of their team.
They transformed our ideas into a fully functional product. Communication was smooth throughout the project, and their support helped bring it successfully live.
Aiden & Sydney
Co-Founder, Circlez
United States
Christoph
Director, 24hdrop
Austria
Tabish
Associate, Laidlaw & Company
United StatesCustom Software Dev for
Insurance Company
Creative Encode Technologies launched the project and is keeping track of the business milestones, MVP, and client demos. The team uses Trello to specify needs necessary for logical and business process context. They're currently maintaining the project's functionality for smooth operation.