Case Study: Nationwide Building Society achieves 4x higher engagement with Sinch Rich SMS

Supporting members in a pandemic with rich messaging

Nationwide Building Society, a UK financial services provider serving 15 million members, needed a fast, clear way to notify members about next steps after a payment holiday during COVID-19. With Sinch and its Rich SMS product, Nationwide wanted to combine the speed of SMS with the detail of email while reducing pressure on call centers and keeping communications personal and secure.

Sinch implemented an interactive Rich SMS journey with call-to-action buttons, guidance, and support links that let members either resume payments or request an extension. The campaign delivered 47.6% click-through rate and 90.7% engagement, far above industry averages, and also drove app downloads and stronger internal confidence in Rich SMS as a channel for future use.

Nationwide Building Society

Simon Dixon

Demand Manager in Communication Delivery & Logistics