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Millennium Trust Company

Multichannel Campaigns Driving Financial Services Retention

CauseMic built automated nurture campaigns in Salesforce Marketing Cloud to re-engage clients with idle retirement accounts.

The Challenge

Millennium Trust Company (MTC, now Inspira Financial) offers a holistic approach to financial well-being for individuals and organizations, including helping people manage retirement savings after leaving a job.

A key part of their mission is helping employees stay engaged with their retirement savings while making financial processes easier for institutional partners. That includes reducing “retirement savings leakage” through solutions like automatic IRA rollovers and account portability.

MTC faced two key challenges. First, they needed to engage people with idle retirement cash accounts who might not realize they needed to take action after leaving an employer.

Second, MTC wasn’t getting enough out of Salesforce Marketing Cloud. Their digital marketing efforts lacked targeted, personalized campaigns that could guide people toward the right next step. These limitations hindered MTC’s ability to optimize customer journeys and boost new conversions.

elderly man and woman looking at a laptop

MTC reached out to CauseMic with the following questions:

  • How can we engage and subsequently retain more of our clients amid high turnover rates?
  • How do we enhance communication strategies for new client onboarding to strengthen relationships and improve user experience with MTC's offerings?
  • How can we transition clients with Certificates of Deposit (CDs) or IRA savings accounts into more active investment options while adhering to regulatory guidelines?

Our Solutions

We combined campaign strategy, messaging, and Salesforce Marketing Cloud to create a more coordinated process for reaching and engaging MTC clients.

Client Retention & Engagement

CauseMic developed multichannel nurture campaigns (email, phone, direct mail, and paid digital), using personalized content to educate clients about the benefits of staying with MTC. This included optimizing Salesforce Marketing Cloud to deliver timely and relevant communications.

Strategic Communication

CauseMic refined MTC's messaging and tone to ensure new clients felt not only welcomed but also well-informed about MTC offerings and reassured that their needs would be addressed. We also streamlined internal review processes to improve collaboration among MTC teams.

Account Conversions

Within regulatory guidelines (without making specific recommendations), CauseMic's campaigns highlighted the potential benefits of transitioning from CDs or IRA savings accounts to other options. This ultimately encouraged greater engagement with MTC’s investment platform.

The Results

Operational Efficiencies

  • Streamlined project management processes eliminated redundancies and reduced staff time.
  • MTC was able to increase marketing content production in their optimized system, including implementing A/B testing across multiple channels.
  • CauseMic also reduced errors by implementing a robust quality assurance process.

Improved Lead Engagement

  • An automated journey improved lead engagement and shortened the time individuals in transition went without retirement plan support.

CauseMic made managing our project effortless. Their clear, step-by-step approach kept us on track and made it easy to get content finalized and out the door.

Their storytelling truly captured the heart of our retirement program, showcasing the impact on individuals transitioning from jobs and feeling forgotten. The content struck the perfect balance between technical precision and emotional resonance, helping us connect deeply with our audience.

We’re grateful for their expertise—they made the process simple and the results impactful.