CreditRegistry: Nigeria’s leading credit bureau

Key Insight

CreditRegistry, Nigeria’s leading credit bureau, wanted to educate and engage millions of individuals and businesses through its financial tools — but email performance was stagnant.

Despite strong brand credibility, open and click rates were low, and campaigns lacked personalization.

Propel identified a key opportunity: transform CreditRegistry’s static communication into an automated, segmented email ecosystem that drove engagement at scale.

Challenge

CreditRegistry’s emails reached thousands — but connected with few.

• Open rates hovered below industry benchmarks.
  
• Generic content missed audience-specific needs
  
• Manual campaign management limited scale and frequency.
  

With over a million potential recipients, the team needed automation and segmentation to turn broad messaging into meaningful engagement.

Approach

Propel started by mapping user personas and intent signals to define three distinct journeys.

• Onboarding: Educate new users on credit tools and benefits.
  
• Engagement: Encourage ongoing use of credit score monitoring.
  
• Retention: Reactivate dormant users through personalized updates and offers.
  

Using Customer.io, Propel established automated triggers for every key user action — ensuring every email felt timely, relevant, and value-driven.

Solution

Propel’s lifecycle design included:

1. Personalized Welcome Series: Tailored onboarding emails explaining CreditRegistry’s core tools and trust advantage.
   
2. Automated Engagement Sequences: Targeted credit reminders and product insights based on user activity.
   
3. Reactivation Triggers: Intelligent follow-ups for dormant users with new value propositions.
   
4. Performance Analytics: Monitored weekly to refine deliverability, tone, and engagement rates.
   

The goal was not just more emails — but smarter, context-aware communication that built trust and habit.

Result

By replacing static, one-size-fits-all emails with automated, persona-based journeys, CreditRegistry turned a stagnant email channel into a precision engagement engine.

Conclusion

With smarter segmentation driving every send, CreditRegistry built a communication engine that scales engagement without sacrificing relevance.