Magazine article CRM Magazine

Act-On Software Helps Truity Credit Union Connect with Customers: Thanks to the Marketing Automation Platform, a Small Bank Hones Sharper Email Campaigns

Magazine article CRM Magazine

Act-On Software Helps Truity Credit Union Connect with Customers: Thanks to the Marketing Automation Platform, a Small Bank Hones Sharper Email Campaigns

Article excerpt

Cooperative financial institution Truity Credit Union, which has branches in Oklahoma, Kansas, Texas, and Arkansas, has been competitive with larger financial institutions by offering its customers better rates, fewer fees, and more personal attention. But until recently, Truity's approach to email marketing was leaving the organization in the dark.

Truity was relying on ad-hoc promotional emails, text-only messages, and manual member tracking, all of which were managed by the company's e-commerce team. This approach proved time-consuming and inefficient and did not capitalize on opportunities for gathering customer information. "We were sending a lot of emails out from our core operating system, and that didn't have all the tracking functionality," says Kyle Dahlgren, assistant vice president of e-commerce at Truity Credit Union.

So the credit union enlisted Act-On Software's marketing automation platform, which enabled Truity to segment its subscriber lists, personalize emails, and provide prospects with worthwhile content. Armed with these tools, the institution has seen impressive results: Email open rates have climbed as high as 54 percent, with an average of 36 percent--a marked improvement in comparison to the previously maintained range of18 to 25 percent. Conversion rates have also increased, with one campaign closing 17 percent of leads generated. According to Dahlgren, the increase in open rate is hugely important in terms of connecting with customers: "We are now interacting with--as opposed to just pushing emails at--our members," he says. "By using Act-On's platform, we have been able to gain a lot more knowledge about what truly is happening."

Act-On enables Truity to custom-design emails for notifications and promotional offers based on recipient behavior, and the credit union can now allow subscribers to self-select products such as home loans, auto loans, and credit cards using Act-On Forms. …

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