E-Mail Strategies for Credit Union Member Education


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For years, credit unions have used e-mail to educate and keep in touch with current members, and the trend keeps growing. Learn how to revamp your communications and education strategy to build trust and ultimately stronger relationships with your members through an educational and focused e-mail campaign.

Brian will cover:

• Knowing what content works, and why
• List building techniques
• Importance of list segmentation, growth and hygiene
• Tactics for increasing sales through member education
• Trigger-based and life-cycle e-mailing
• Increasing member referrals from your member education

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  • E-Mail Strategies for Credit Union Member Education

    1. 1. E-Mail Strategies for Member Education MAC Virtual Seminar Feb. 26, 2009 Brian Bierbaum, Vice President of Interactive Services Shelly Peschel, E-mail Marketing Specialist
    2. 2. Agenda E-mail Strategies for Member Education Opportunities within the Credit Union Market Content That Attracts Readership List Segmentation Triggered E-mail Campaigns List-Building Tactics Ensuring List Hygiene Tips to Remember Q & A
    3. 3. <ul><li>“… fostering and expanding financial education for consumers will be a priority.  </li></ul><ul><li>The more information individuals have regarding credit and financial services, </li></ul><ul><li>the better equipped they will be to make sound financial decisions.  Particularly </li></ul><ul><li>during these troubled times, financial literacy is a consumer’s best friend.” </li></ul><ul><li>- NCUA Chairman Michael E. Fryzel </li></ul>Opportunity A Glance at the Opportunity <ul><li>Credit Unions have received significant positive press exposure recently. </li></ul><ul><li>Confused consumers are looking for “safe havens” for their deposits. </li></ul><ul><li>According to CUNA, 75% of non-members who are eligible to join CUs are unfamiliar with what CUs are and the services they offer. </li></ul><ul><li>Position your organization as the market expert and key resource for financial information and education. </li></ul><ul><li>Generate brand awareness as a credible and stable financial services organization. </li></ul><ul><li>Educated members = greater trust and increased member referrals. </li></ul>Market Conditions Brand Awareness
    4. 4. Content Content That Pulls <ul><ul><ul><li>For general list </li></ul></ul></ul><ul><ul><ul><ul><li>National financial market’s impact on members. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Local financial market’s impact on members. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New products/ services to help meet member goals. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Upcoming events & seminars. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Recipes to drive open rates. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Games that inform (e.g., crossword with answers drawn from article content). </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Polls to gauge member opinion, interest and reaction to specific topics. </li></ul></ul></ul></ul><ul><ul><ul><li>For ages 18-25 </li></ul></ul></ul><ul><ul><ul><ul><li>Finance 101 (Savings, Checking, Investments). </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Games that teach financial principles. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Products/services that help meet goals. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>(e.g. Creating a budget, saving for a car, learning how to invest, etc.). </li></ul></ul></ul></ul>Educational Article Trends for Priority Financial Clients 4 th Quarter 2008 Top credit union topic search: Consumer awareness, scams & ID theft Top article search: “ Safe and Sound in Troubled Times” by both banks and CUs. Additionally, credit unions searched savings topics more heavily than banks
    5. 5. Content Example: Readers “Devour” Recipes
    6. 6. Content Example: Readers Appreciate Free Content and Respond to Strong Calls to Action
    7. 7. Content Example: Mix Education with an Offer for Greater Response
    8. 8. Content Content + Relevance = Better Open Rates 56% say “irrelevant message from known sender IS spam” 51% say “relevant content from any source is NOT spam” - Q-Intelligence
    9. 9. Segmentation The Right Message to the Right Person <ul><ul><li>Member type </li></ul></ul><ul><ul><li>Member satisfaction </li></ul></ul><ul><ul><li>Event-Based </li></ul></ul><ul><ul><li>Frequency </li></ul></ul>Precise list segmentation is as important – or more so – than the creative you send and the offer you deliver. Segmentation is key to delivering relevant content to your members. Ways to segment: <ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Online behavior </li></ul></ul><ul><ul><li>Member Preferences </li></ul></ul>
    10. 10. <ul><li>Divide list into “active” and “non-responders”. Invest more time and energy on active members rather than those who occasionally or rarely open messages. </li></ul><ul><li>Divide active members into groups based on click activity within promotional messages or e-publications. </li></ul><ul><li>Segment new members from those who have been on your list for some time. </li></ul>Segmentation Three Easy, Proven Ways to Segment Your E-mail List
    11. 11. Triggered E-mail 5 Steps to a Successful Life Cycle E-mail Campaign <ul><ul><ul><li>Focus on your data – segment members into clearly defined categories. </li></ul></ul></ul><ul><ul><ul><li>Target each member category with information, products and services relevant to that group’s life stage. </li></ul></ul></ul><ul><ul><ul><li>Plan out initial campaign with follow-up e-mails based on member activity. </li></ul></ul></ul><ul><ul><ul><li>Identify and plot your current e-mail programs on a master schedule to ensure appropriate frequency. </li></ul></ul></ul><ul><ul><ul><li>Test, validate and refine your strategy. </li></ul></ul></ul>
    12. 12. Triggered E-mail Example: E-mail Life Cycle Marketing Campaign <ul><ul><li>When a new member joins send a welcome e-mail with links to helpful online resources. </li></ul></ul><ul><ul><li>When a member opens a new savings account send an e-mail with tips to help them grow their savings. </li></ul></ul><ul><ul><li>When a member’s savings account grows to X dollars send an e-mail with financial planning options. </li></ul></ul><ul><ul><li>Throughout a member’s life stages send triggered e-mails that provide life-event-specific education (college education fund for a child, retirement planning, etc.) </li></ul></ul>
    13. 13. List Building Building Your Targeted E-mail List is a “grassroots” effort <ul><ul><ul><li>Opt-in icon should be located prominently across website </li></ul></ul></ul><ul><ul><ul><li>Identify key opt-in opportunities (e.g. log-out page of online banking) </li></ul></ul></ul><ul><ul><ul><li>Perform a double-opt-in with your existing member database </li></ul></ul></ul>Online Print <ul><ul><ul><li>Posters at branches </li></ul></ul></ul><ul><ul><ul><li>Print ads </li></ul></ul></ul><ul><ul><ul><li>Billing inserts </li></ul></ul></ul><ul><ul><ul><li>Direct mail campaigns </li></ul></ul></ul><ul><ul><ul><li>Tradeshow booths </li></ul></ul></ul>In Person Provide a rational and offer an incentive Opt-in icon example: <ul><ul><ul><li>Teller windows </li></ul></ul></ul><ul><ul><ul><li>Customer service call closing remarks </li></ul></ul></ul><ul><ul><ul><li>Incentivize your staff to collect e-mail addresses with a friendly competition. </li></ul></ul></ul>
    14. 14. Hygiene Bigger Does Not Mean Better: A Clean List Is a Healthy List <ul><ul><ul><li> Risk </li></ul></ul></ul><ul><ul><ul><ul><li>Losing contact with your customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Damaging your sender reputation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Getting your emails blocked by ISPs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prevention </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use strong opt-in form validation during data entry. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Scrub your lists regularly. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Remove inactive, invalid, and unsubscribed addresses immediately. </li></ul></ul></ul></ul><ul><li>“ On average, e-mail lists that are segmented, targeted and well-maintained perform much better than large batch and blast lists.” </li></ul><ul><li>Shelly Peschel </li></ul><ul><li>E-mail Marketing Specialist </li></ul><ul><li>Priority </li></ul>
    15. 15. A Few Quick Tips to Improve Your E-mail Marketing Today Q & A <ul><ul><ul><ul><li>Keep newsletters concise (between 3-5 articles). </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Identify your main goal for each article. If you can’t identify the goal, eliminate the article. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ensure there is a clear call to action - drive traffic to Web site for conversion. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Promote viral marketing with “Forward to a Friend” and social media functions. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Work more value-added content from e-publications onto your Web site. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Add feedback mechanisms such as a comments form or toll-free number. Encourage members to comment on e-publication content to ensure you are meeting their needs. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Want to learn about Priority’s e-mail marketing services? Feel free to give me a call at 952.920.9909 or visit us at priorityresults.com. </li></ul></ul></ul></ul>