CreditRegistry's Email Domination Strategy
100K to over 1M emails per month
42% higher open rates and 36% more clicks
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.
Solution Snapshot
Propel rebuilt CreditRegistry’s email system to deliver hyper-personalized and data-driven communication.
Scalable Email Infrastructure
Migrated and optimized campaigns within Customer.io for reliability and automation.
Audience Segmentation
Segmented users by role — consumers, lenders, and businesses — with unique messaging for each.
Automated Lifecycle Campaigns
Created multi-stage journeys for onboarding, engagement, and reactivation.
Performance Optimization
Continuously refined templates and content through A/B testing and analytics.
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:
- Personalized Welcome Series: Tailored onboarding emails explaining CreditRegistry’s core tools and trust advantage.
- Automated Engagement Sequences: Targeted credit reminders and product insights based on user activity.
- Reactivation Triggers: Intelligent follow-ups for dormant users with new value propositions.
- 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.
Before and After
Result
Within months, CreditRegistry’s email engagement transformed entirely.
- Scaled from 100K to over 1M emails per month
- Achieved 42% higher open rates and 36% more clicks
- Strengthened brand recall through consistent, high-value communication
Propel’s data-driven lifecycle strategy turned CreditRegistry’s email marketing into a precision engagement engine — helping the brand educate more users, build trust, and maintain long-term relevance at scale.
100K to over 1M emails per month
Higher open rates
More clicks
