first direct: Making mortgages more personal

First Direct, a telephone and internet-based retail bank, created a data-driven mortgage campaign to replace blanket mortgage messaging with personalised, targeted communications in the UK.

Campaign details

Brand: first directLead agency: Jaywing

Campaign Overview

First Direct wanted to rethink its mortgage email marketing approach, to be seen as a trusted partner to first-time buyers, early re-payers and everyone in between.

Strategy

Insight revealed how different the mortgage customer mindset is depending on the stage of their journey.

The majority find the whole process difficult, with mortgage info overload a big problem.

The bank wanted to own the simple mortgage journey, which meant targeting each customer mindset.

Mortgage data was analysed to personalise these campaigns.

A simple self-select email kicked off the initiative,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands