The move is part of a wider strategy to develop closer relationships with existing customers and engage with new prospects through greater use of digital media.
InBox Digital, which was appointed to the account in November following a three-way pitch last summer, will help the bank develop a new email marketing programme.
This will be managed using Inbox's in-house eCRM communications management system, which already supports eCRM activity for clients including BMW, AOL, Vodafone and Panasonic. The system is capable of deploying dynamic content emails and provides real-time reporting.
Inbox will develop eCRM activity across a range of retail products including loans, credit cards, mortgages and current accounts, targeted at a range of customer groups, with the aim of driving incremental revenues. Inbox will work with Alliance & Leicester to identify core target customer groups.
The appointment rounded off a good year for Inbox, which recorded 60% growth and added a number of new clients including Panasonic, The AA, Procter & Gamble and HBOS.
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