The CMEG Project
Capital Markets Elite Group had an opportunity to create a more connected approach to customer acquisition and engagement. We brought together website opt-ins, CRM workflows, email strategy, customer journeys and creative optimisation to create a clearer path from initial interest through to meaningful engagement.
01 — Building the acquisition journey
Turning interest into connected customer journeys
We mapped the customer journey from website interaction through to opt-in and CRM engagement, identifying opportunities across forms, landing pages, traffic sources and welcome journeys. This created a stronger foundation for capturing customer intent and shaping more relevant communications from the very first interaction.
02 — Evolving the CRM journey
Creating journeys that respond to customer behaviour
We reviewed CMEG’s account completion journey, analysing workflow logic, engagement data and sales activity to create a more behaviour-led approach. By introducing clearer decision points and engagement signals, the journey could adapt around what each customer did next.
03 — Elevating email engagement
Making every communication work harder
We audited CMEG’s email content and creative experience across messaging, structure, design, segmentation, cadence and calls to action. We then translated those insights into a stronger creative direction designed to make content easier to navigate, more engaging and more purposeful.
The Result? A connected foundation for customer engagement.
Stronger acquisition journeys. Smarter CRM logic. More purposeful communications. And a clear framework for continuing to evolve the customer experience.