How Tide Powers Their Member Personalization Journey

Tide's Mission for Member Success

Tide knows that banking doesn’t have to be boring. As the UK’s leading business financial platform, Tide is far more than the typical business bank. They’re on a mission to save small business owners valuable time and money in all of their financial administrative tasks.

Tide supports their members from beginning to end, whether they are just forming their company or scaling their business up. To do that, Tide offers a marketing journey that educates members on how to make the most of every product offering such as invoicing, accounting software, and card subscription plans.

Tide uses data-driven, targeted messaging to create a personalized marketing lifecycle. By putting actionable data at the core of everything they do, Tide ultimately empowers every business they serve while strengthening their member-brand relationship.

Tide's Scalable Personalization in Action

Tide’s initial goal was to show members how to set up their business banking every step of the way. To do this,  Tide’s marketing team first turned to the dynamic content capability built into their ESP. While that got the messages out the door, optimization simply wasn’t possible. The process was far too manual, and jazzing up their onboarding messages with engaging visuals felt like an unreachable dream. 

Tide turned to Movable Ink to solve that problem. By leveraging member data, Tide automatically walked members through those early lifecycle actions. Once members completed all of the onboarding steps, Tide was then able to seamlessly transition to messaging that showcased other product offerings. 

Today, Tide offers an enhanced member experience from the very first message. Within the first two weeks of a member’s lifecycle, Tide uses personalization to ensure they are kept up-to-date on their onboarding progress. 

Here, Tide automatically leverages each member’s information to display a data-visualization graph that highlights what percentage of tasks they completed and how many are still left on their to-do list. 

This message drove an impressive 69% lift in CTR—all while saving valuable time with automated personalization. No more agonizing over code; operationally, Tide had changed the game.

How Tide Creates Their Results-Driving Messaging

Every marketer wants to replicate messages like Tide’s onboarding emails, especially when manual effort can be kept at a minimum. Here are are the three ways Tide accomplishes that in their fast-paced business environment:

Data and Processes

Marketers have loads of data, Tide included. But while data is full of insightful information, not all of it may be real-time or actionable. Additionally, it’s often siloed in different platforms.

Along with automation, highly regulated processes are a crucial part of data best-practices. Whether it’s creating concrete QA processes or data dictionaries, setting those in stone will help marketers feel freedom within that framework. 

Customer-Centricity

When you’re working all day trying to hit your targets, customer needs can sometimes get lost in translation. Marketers must ask themselves what customers require to grow and get their business to the next level. Only then can they send them relevant content that speaks to what they need in their stage of the customer lifecycle.

Sending customers the right product and information can be easier said than done. While the goal seems obvious, executing it can be challenging, which is where Tide’s choice to use automated personalization for their members really shines.

Comparative Inspiration

Marketers are always looking at their competitors to see how they’re capturing attention. But don’t stop there; look for content inspiration from a wider variety of brands. Even if a business is not in the exact same industry, their content can be a treasure trove of inspiration. Continually learning from other brands is what will keep innovation at the forefront for in-house brainstorming sessions. 

Take Note From Tide Today

Tide has achieved what every marketer is looking for: results-driven, personalized content that simultaneously improves operational workflow. This is what sets them up for long-term, sustainable success. It’s time to embrace automation and scale up your marketing content today.