AmBank Case Study: Banking On Copywriting For Push Notifications’ Click-Through-Rate

Happy to be back in School after such a long break with the Marketing guys from AmBank Malaysia this time…

I had an interesting realisation after teaching this class…

What I realised from this training session with the staff of AmBank is, when we started the School Of Digital Advertising in 2017 we thought that our target audience would only be business owners, entrepreneurs, and the staff in the Marketing Department of companies who would like to take on this role of creating ads and posts by themselves.

But what we never foresaw was where else would the knowledge of Copywriting and Content Writing come in useful…

The staff from AmBank jobs were to write and design their Bank’s Push Notifications. 

I thought that this is very interesting…

I never imagined that a section of a huge enterprise would need the knowledge of Copywriting in such a way, but it is actually necessary, and this is why…

These staff had to write their Push Notifications in no more than 5 lines. When I heard this, I realised that this is exactly the job of a Copywriter at an Ad Agency. 

Advertisement copy has to be short and precise, especially the headline and sub-headline, or if you have a limited space, as in print media.

These staff had to, on a daily basis, get content from the various departments of the Bank, such as, the Credit Card Dept., Loans Dept., CSR Dept. etc. and they would have to sift through and digest the lengthy content provided by each of these various departments and communicate their key or selling points within 5 lines or 163 characters through Push Notifications – again, this is the job of a real Copywriter.

Therefore, teaching them the rules and style of Copywriting was right up their street for what they needed to learn.

They have now understood and learned the psychology behind Sales Copy, or Copywriting, and that they must always insert a “Benefit” within those few lines to motivate the reader to click the notification to find out more.

They were made to realize that their Copywriting skills would be tested by the number of click-through-rate (CTR) when readers click the notification to read more on what they are promoting.

How attractive the “Benefit” or Offer communicated effectively in only 163 characters shall determine this click-through-rate.

Sometimes we may create a business idea that we think will turn out in a certain way, but the market has its own demands and our products may be consumed by consumers from beyond our perceived target audiences.

Hence, it is always good to put our product, idea or solution out there and let the market use them in ways that we may not have imagined.

Thank you for reading.

*Course attended Copywriting & Content Writing Course