Virtusa combines creativity and strategy to create limitless opportunity

When successful, marketing can take even ordinary topics and make them seem interesting and exciting. In business, this helps sell products, make deals, and, most importantly, grow companies. Making marketing activities successful, however, is no easy feat. It requires a deft hand and successful combination of creativity and strategy to ensure the right audience gets the right message at the right time to inspire action.

One of Virtusa’s clients, a leading credit union in the US, wanted to provide the best member experience possible. But sending a blanket email simply wouldn't have the desired impact. To truly make a difference, they needed to do something different. For the credit union, shifting from a product-centric to a member-centric company was a key goal.

Virtusa, a Platinum level Adobe Solution Partner, helped their client create marketing campaigns to improve brand recognition, customer education, and retention. For one of the campaigns, the credit union wanted to revamp its messaging while raising awareness about the benefits that a high-yield savings account can provide. They also wanted to increase total deposit balances and account aggregator usage across their customer base.

With Adobe and Virtusa, the client got exactly what they needed. First, segmented send lists meant they could send specific messaging to various audiences, depending on what services they already used with the institution. Then, the client conducted A/B testing with Adobe Sensei, which uses generative AI to help create and then determine the subject lines that resonate best with target audiences.

These tactics helped the credit union update its messaging across the board while providing the necessary insights to improve both current and future marketing efforts.

While opening a new savings account is incredibly valuable, it isn't quite as exciting as purchasing a new home. But that excitement can be tinged with anxiety from undertaking such a large endeavor — and expense. The credit union wanted to assuage the fears of their members who were considering buying a home. They also wanted to encourage their customers’ excitement and better inform them of the process as well as the services available that would help them in their journey.

To do this, the client ran a six-week campaign that offered webinars and seminars tailored to the unique needs of homebuyers. Through visually striking and informative emails, the client improved customer trust and loyalty and increased attendance at their educational sessions. Then, the branch offices received physical collateral that helped provide more cohesive customer engagement across both digital and in-person experiences.

These two campaigns exhibit what's possible when creativity is successfully combined with strategy. And for Virtusa's client, their campaigns were made easier with the suite of marketing solutions from Adobe.

By delivering personalized, engaging content and empowering their members with valuable resources, the credit union achieved outstanding results, including a 37% cost savings per lead for native and display advertising channels and a 36% quarter-over-quarter increase in email clickthrough rate. With Adobe, Virtusa was able to revolutionize the digital marketing efforts of their client and help them create more opportunities than ever before.