How we designed and deployed an end-to-end email and SMS marketing system — from database architecture to behavioural triggers and A/B optimisation — for one of South Africa’s leading personal finance providers.
FinChoice — Personal Finance, Real People
FinChoice is a South African personal finance company offering short-term and medium-term loans to a broad consumer base. Their marketing team needed to move from manually coded, one-size-fits-all communications to a segmented, data-driven approach that could scale with their growing customer base and still feel personal.
The Challenge & Our Approach
The Challenge
Each marketing email was being individually hand-coded and manually uploaded to Silverpop by a dedicated designer. There was no segmentation strategy, no behavioural triggers, and no feedback loop between channels. SMS, print mail, and email were running independently with no unified customer touchpoint calendar.
Our Approach
We designed a phased rollout from standing up the database and manual FTP process, through API integration and automated behavioural triggers, to a full A/B testing programme. Alongside this, we mapped every customer segment against the right channel, message and timing.
How We Rolled It Out
A deliberate three-phase programme gave us the ability to prove value quickly, then layer in sophistication without disrupting live campaigns.
Foundation: FTP & Database Setup
We established the Silverpop database structure, confirmed all required data fields across existing customer pipes, and stood up a monthly FTP import process. Segment queries were built directly in the platform so that campaigns could be targeted to the right groups (activators, near-paid-up, paid-up, retention) from day one. Email templates were rebuilt — moving from individually coded files to a flexible, reusable template that any team member could update with minimal technical knowledge.
Data Integration & Behavioural Triggers
A functional specification was written for a direct API integration between FinChoice’s client universe and Silverpop, eliminating the manual monthly FTP cycle. Simultaneously, we designed an automated trigger strategy: customers who hadn’t opened an email within three days of receive would receive a follow-up. Mobi site click-throughs were identified as a future trigger source. Campaign scheduling was restructured — weeks 1 and 3 for acquisition, week 2 for account management.
A/B Testing & Continuous Optimisation
With the infrastructure in place, the focus shifted to learning. We established a structured testing programme — one new campaign test per month — examining creative variations, offer differences, audience splits, and messaging tone. Non-responders were identified and retargeted. Opens, clicks, and downstream responses were tracked per segment, feeding back into the next round of content and creative decisions.
What We Actually Built
Email Template System
Replaced individually coded emails with a reusable, low-code template built on HTML best practices — 60/40 image-to-copy ratio, spam-score optimised, and maintainable by non-developers.
SMS Co-Ordination
Mapped all SMS sends into a unified customer touchpoint calendar alongside email and direct mail, ensuring messages were spaced correctly and not cannibalising each other.
Audience Segmentation
Built Silverpop query logic for each major marketing segment — A6, Activators, FC Actives, Near Paid-Up, Paid-Up and retention groups — tied to cycle dates and campaign objectives.
Behavioural Trigger Design
Designed the trigger logic for autoresponders and inactive-responder flows — so every customer who didn't engage received a timely, relevant follow-up without manual intervention.
Campaign Performance Tracking
Established reporting conventions for opens, clicks, and non-responders per segment, and linked email performance monitoring to call centre briefings to manage inbound volume.
Customer Journey Mapping
Documented the full touchpoint strategy across all channels — print, email, SMS, and call — showing which segments were cycle-dependent and which operated on calendar-month logic.
What It Delivered
The programme transformed FinChoice’s marketing communications from a manual, single-channel operation into a scalable, segmented, multi-channel system with a clear roadmap for continued optimisation.
Manual email production effort — one reusable template replaced all individual coding
Distinct audience segments targeted with tailored messaging per cycle
Channels co-ordinated: E-mail, SMS and direct mail in a single touchpoint calendar
Integration spec delivered to automate monthly database refresh from client universe
Testing programme established — one new campaign test per month, with structured analysis
Trigger flows designed for non-openers within 3 days reducing drop-off without manual effort
Tools & Platforms
The engagement was built on IBM Silverpop Engage, an enterprise marketing automation platform trusted by over 5,000 brands globally alongside FinChoice’s internal client universe data infrastructure.
Capabilities Applied
IBM Silverpop Engage| FTP database import | REST API integration | HTML email templates | Behavioural triggers | A/B split testing | SMS scheduling | Customer segmentation queries