Hi ,
The last time I wrote to you I talked about today’s youth and how important an
online presence is in relating to their needs. This week I will continue this
thought but expand it to the rest of the credit union's membership - the adults!
Kids are not the only ones online and actively using email in their daily lives.
Everyone reading this right now knows this fact first hand, and the credit union’s
members know this too. It will never be that all people want to be a part of
an online community and for that reason traditional methods of direct mail and
other communication are essential.
However, online communities are growing at a rapid pace and are having a major
impact on the rest of the surrounding word. Take note of commercials and billboards
that now a have website addresses at the bottom. Everything has a life online.
By building email as a trusted way of credit union-to-member communication, the
credit union can strengthen the relationship it has with the members in whole
new ways. Email also drives website traffic. Email is an integral part of building
an online member community.
The Direct Marketing Association reports that email has the second highest ROI
of any direct marketing channel besides telemarketing. However, when using email
as a communication tool members' fears of phishing and other scams must be considered.
The credit union can help soothe these fears by educating members on how email
will be used to communicate with them. For example, lay out standards as to what
the members should expect to receive from the credit union in an email.
A few things I recommend are:
- Reassure members the credit union will not ask for personal information via email,
such as account information and general personal information then be sure to follow
this standard. This will let the members know when they receive an email asking
for their information, they should not answer it because it is not from the credit
union and is in fact a scam.
- Help members identify the emails sent from the credit union by letting them know
what to expect when they sign up. For example, let them know how often they should
expect to hear from the credit union via email, and on what topics they will receive
emails, such as membership news, new rates, products and services, etc.
- Keep the emails consistent. It would be best for the emails to be branded, so
they look the same or similar each time the member receives one from the credit
union. This includes keeping the ‘from’ name consistent as well as the ‘from’
email address. Keeping these few elements the same will create a trusted image
of the credit union in the member's inbox and online.
If you have questions or topics regarding the credit union's online presence
that you would like me to address in my next email, please let me know.
Until next time, happy marketing!
Tom McKiernan
MMSS President/CEO
