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financial technology players. While the CommonBond marketing team was
confident in their positioning and brand story, they knew they needed to
communicate it clearly and consistently across multiple marketing channels
from their website, to content, to affiliate websites, to email.
Email marketing was a critical vehicle for communicating the CommonBond
brand story. The team was aware of the fact that email messages are by far
consumers’ preferred method of receiving commercial messages from
companies. CommonBond’s two primary target segments, in -school MBAs
seeking student loans and student loan refinancers seeking to find a lower
interest rate responded well to email with strong open and click through rates.
As CommonBond sought to grow throughout 2016, the team was cognizant
that the need to consistently communicate via email as well as launch new
products to different target markets would impact their email marketing
strategy.
The CommonBond Back Story
CommonBond was founded in November 2011 by David Klein, Michael
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