CommonBond Case

6/20/2021 Edify

https://edify.stukent.com/app/publication/d801ea3f-55b7-4374-ac5a-03d0e2cff93f/417149a8-ec84-467e-97c5-5e8291f3d39a/df379fe6-e176-4d04-a6e… 1/2

financial technology players. While the CommonBond marketing team was

confident in their positioning and brand story, they knew they needed to

communicate it clearly and consistently across multiple marketing channels

from their website, to content, to affiliate websites, to email.

Email marketing was a critical vehicle for communicating the CommonBond

brand story. The team was aware of the fact that email messages are by far

consumers’ preferred method of receiving commercial messages from

companies. CommonBond’s two primary target segments, in -school MBAs

seeking student loans and student loan refinancers seeking to find a lower

interest rate responded well to email with strong open and click through rates.

As CommonBond sought to grow throughout 2016, the team was cognizant

that the need to consistently communicate via email as well as launch new

products to different target markets would impact their email marketing

strategy.

The CommonBond Back Story CommonBond was founded in November 2011 by David Klein, Michael

Search this etextbook... Search Previous Next

6/20/2021 Edify

https://edify.stukent.com/app/publication/d801ea3f-55b7-4374-ac5a-03d0e2cff93f/417149a8-ec84-467e-97c5-5e8291f3d39a/df379fe6-e176-4d04-a6e… 2/2