Email performance and learning

What happened, what we have learned and what to test next.

The portfolio at a glance

Email touchpoints in scope

Across six journey stages, from recognition to first contact.

Live emails

Currently in market, with performance available to analyse.

Proposed emails

New or redesigned communications intended to address identified behavioural barriers.

Performance explorer

Every email in journey order

Click a bar to open the email’s detail panel.

Showing 32 live emails

Open rate by emailBenchmark, programme average 22.6%5-email rolling average

01RecognitionHelp eligible homeowners see themselves in the situation.5 live/2 proposed

02EducationExplain how the product actually works, in plain language.6 live/1 proposed

03ReassuranceAnswer the ownership, control and debt worries directly.6 live/2 proposed

04Comparison and self-assessmentLet customers test the numbers against their own situation.5 live/2 proposed

05Family discussionMake the decision easier to raise and defend with family.8 live/2 proposed

06First contact and follow-upConvert readiness into a low-risk first step.2 live/1 proposed

Why both

Ink tells Bee Mortgage what is happening today. Pencil is where the behavioural diagnosis turns into something testable. Learning moves from one to the other.

What we now know works

What the evidence says

Patterns we can act on today

Select a finding to see the supporting evidence, behavioural explanation and practical creative rule.

Findings are associations observed across the live portfolio, not controlled tests. Boundary conditions and counterexamples are shown in each evidence view.