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By DigitalMailer, Inc.
Quick! What's the best way to communicate with your members? Face to face? By phone? Using snail mail? Via email? If your answer is “it depends on the member,” you're probably right. Some members will always prefer to put a face to a voice (or a computer screen). Even in today's high-tech society, not everyone has found a comfort zone with digital communications. But for growing numbers of credit union members everywhere, communication by email is quickly becoming the method of choice. Online, alive and wellToday, more than a quarter of all online consumers choose to receive email alerts from their financial institutions. So, why is that impressive? After all, the remaining 75 percent of consumers must prefer to receive information by snail mail or lobby kiosk, right? Don't bet on it. Two-thirds of consumers now have access to the Internet. As that number climbs so will consumers' demand for the convenience of product news and account information delivered to their desktops. There is one caution, however: People provide their email addresses to make it easier to receive wanted information, not to be hounded by junk mail. Think of email as an extension of your member service. Members will be much more open to receiving operational alerts and marketing messages via email if they believe your credit union has their best interest in mind. And with members' needs in mind, it's vital to do your homework when you're in the market for a service provider.Stay alert What's riding on your choice? Member satisfaction, operational efficiencies, and the opportunity to sell additional products and services. Look for a service that offers the features and flexibility to help your members feel comfortable - and in control. And, as with any business partner, look for an experienced service provider with the capability to provide an easy-to-use program. Perhaps most importantly, your provider should share your service philosophy. Right now, changes are occurring in the email alerts marketplace. New, untested entrants are trying to gain a foothold through short-term price incentives, and a few existing vendors are shifting their market strategies to focus more on their profit and less on your service. This makes it doubly important to choose your provider carefully. Check it outEmail alerts are a part of your member service equation, so consider carefully which features are essential to you - and your members. Here's a checklist of seven key questions to ask when making your vendor decision:
When it comes to interacting with members, many credit unions are finding success using the technology of email. Used effectively, email provides a convenient, inexpensive communication service to benefit your members. And with the right service, you can use members' email addresses to learn more about and target their preferences. Like you, a quality service provider will stay alert to what your members want.
Ron Daly is president/CEO of DigitalMailer, Inc., which provides digital communication products such as eStatements and e-LERT, a preference-based email notification system; eCHECK, and eSurvey. Together, DigitalMailer's products assist credit unions in gaining a strategic business advantage over competitors via the Internet and their Web sites. For more information, contact DigitalMailer at (866) 994-4900, or visit www.digitalmailer.com.
This sponsored content article is provided to the credit union community for shared insights and knowledge from a recognized solutions provider in the industry. Please note that the views and opinions offered here do not reflect those of Callahan & Associates, and Callahan does not endorse vendors or the solutions they offer.
If you are interested in contributing an article on CreditUnions.com, please contact our Callahan Media team at firstname.lastname@example.org or 1-800-446-7453.
September 5, 2005
7/26/2012 04:05 PM
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