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

g

first step to targeting the right customer for each email. The team discussed

how in the past, emails were sent to one group specifically:

• Members typically received content emails.

• Applicants in the pipeline typically received transactional emails

encouraging them to complete their application.

• Events attendees typically received thank you notes for attending events

as well as additional event invitations.

• Friends & Family only sporadically received email when the company had

news or milestones to share.

After surveying the lists, it seemed that content emails could be relevant to

each of the different segments. Just because an applicant hadn’t become a

CommonBond member by completing their application, there was no reason

they wouldn’t find the financial planning or careers content the team

published via content emails useful. Similarly, members who hadn’t attended a

previous event may find value in learning about each event CommonBond had

scheduled, as a future topic may be compelling.

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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