tastytrade has a robust team of CRM specialists building email journeys for new, existing, and potential customers of all trading styles. I worked hand in hand with the CRM team to update existing email journeys as well as create new ones for targeted audiences.
“Breakthrough Traders”
– CRM Journey
“Crypto-Adjacent Audience”
– CRM Journey
The Approach
Our “Breakthrough Traders” CRM journey was designed to target account holders whose behavior looked similar to more active traders with educational content to help them develop their trading skills.
Users received 7–15 emails, depending on their level of experience and behavior, designed to help them better understand the stock market and active options trading.
The second “Crypto-Adjacent Audience” campaign was a targeted journey of up to eight emails for users whose behavior closely mirrored that of an active cryptocurrency trader and encourage them to enable crypto trading on their tastytrade account.
The first email in this journey had an A/B/C test component designed to test different subject lines and messaging appeals to see what most strongly resonated with recipients.
It was then followed by up to four additional emails that encouraged traders to enable crypto trading, trying various appeals like educational content, facts around Bitcoin, etc.
Once a user did enable crypto trading, they would subsequently receive up to three final emails about different types of cryptocurrencies and trading strategies until they placed their first trade.
The Results
The results of the “Breakthrough Traders” CRM journey are still trickling in, but our overall metrics show that customers who complete a course are worth about 50-60% more in average monthly revenue than those who don’t take a course.
The Crypto-Adjacent Audience email journey was shared with ~35k existing clients, and ~20k of them engaged with at least one email, with open rates consistently exceeding 50% and click-through-rates hovering about 2%.
The positive impact to our Crypto business was immediate with almost 200 existing customers enabling cryptocurrency trading within a month of the journey launching, a 10% boost over the previous month.
These users also transferred millions of dollars in digital assets into their accounts, boosting one of our four key revenue streams.
Jeff Girten 