HSBC.com Email

Fagan was Principal Content Developer for the websites of global bank HSBC. The role combined writing web content with developing front-end code, two of her strengths. HSBC bought Beneficial.com and HFC.com, which desperately needed redesigns. The two sites were essentially the same but served different markets.


Before: HFC.com Email
Before: HFC.com Email
Background

Beneficial/HFC marketers regularly communicated with customers by email. For example, a completed loan application elicited an email response.

Challenge

Use the emails to cross-sell other HSBC financial products. Increase the number of customers who register and use the Beneficial/HFC.com websites to manage their accounts.

Solution

Fagan redesigned the emails and created positions for cross-selling and links to the Beneficial/HFC.com websites. She added brand colors and visual messaging. She wrote user-centric content.

After: HFC.com Email
After: HFC.com Email
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