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Kearny Bank did not have a onboarding program in place for new customers, so they turned to Bluespire to find a way to improve new customer retention, increase the number of products owned per customer and drive incremental deposits.


Bluespire’s financial services strategists went to work and created a robust engagement strategy which included customer journey architecture and a competitive analysis of their market.

Salesforce Marketing Cloud was then implemented with nine onboarding and cross selling journey campaigns coming directly from the architecture put in place via the strategists.

Bluespire’s campaign operations team then created monthly reporting, analytics, insights and optimization recommendations to keep engagement high and optimize the programs.



To date, over 3,500 emails have been sent with an average open rate of 43 percent (industry average 22.1 percent). The average click through rate of 8 percent is 5 percent higher than the industry average. 10 percent of customers receiving the emails have opened additional accounts for an additional 1.5 million dollars in deposits.


emails sent


open rate


in new deposits

Strategy insight

Your new customer journey shouldn’t end when they open a new account – it’s just the beginning. It costs up to five times as much to find a new customer than to keep an existing one – which means onboarding is smart investing. An onboarding program increases both loyalty and share of wallet.

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