Personal, but Not Really
Greenwich Registrars had the data. They had the audience. But they were stuck in the “Dear Valued Customer” black hole.
Emails felt robotic.
Customer journeys were one-size-fits-none.
And the only personalization happening was putting the first name in the subject line.
(Yikes.)
Result?
Low engagement.
High churn.
And users asking, “Do they even know what I need?”
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Project Title
From “Dear Valued Client” to “Hey, We Know You!”
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Client
Greenwich Registrars
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Year
~ 2021
The TSC Approach:
We don’t do vanilla. We do hyper-personal, wildly relevant, and slightly addictive. So we grabbed our coffee, cracked open the CRM, and went to war with generic content.
Redesign the journey, reconnect the experience, and rebuild trust — step by step.
Not through assumptions, but through actual customer behavior and hard data.
Step 1: Eliminates the “Valued Customer” outdated
We conducted a comprehensive audit.
Found 113 versions of lifeless emails and 0 dynamic content blocks.
Solution?
We built persona-based content clusters:
Boom — 3 segments, 3 voices, 3 radically different journeys.
Step 2: Turn Data Into Dialogue
Greenwich had years of untouched data gold.
We built:
Each one reading like it was written just for that user, not the entire internet.
We also launched Preference Portals — where users could literally choose their own communication adventure.
Step 3: Humanize the Brand
No more legal jargon in size 10 font.
We rewrote everything in Greenwich’s tone, but warmer — like your smart friend who handles your money, not a robot from finance hell.
Every message had:
The Results
Conclusion
Personalization isn’t about using someone’s name.
It’s about knowing what they care about, showing up at the right time, and sounding like a human.
Thanks to TSC, Greenwich Registrars didn’t just upgrade their communication —
they became a brand clients could actually relate to.
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