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By DigitalMailer, Inc.
For those credit unions who “asked their members” after launching eStatements,
most learned more about why their initial marketing campaigns were, or were
not, effective. They discovered some of the same things their counterparts learned
when surveying in front of launch, but they also learned which features and
benefits needed to be highlighted in future efforts.
What does this mean to credit union managers and marketers looking to launch new services, or to re-focus services, or their promotion?
Developing a Member Focus for eServices Requires “Thinking Like a Member”…
Asking your members their opinions about new or contemplated services should be a key part of any new eService development, but so should the effort to look at and consider the eService from the perspective of your members. How best to do this? Why not do what many successful marketers and managers have done for years - shop your own products, and use your own service channels.
When eServices fail to catch on with more than “early adopters” or “early majority users,” the reason is often tied to usability or access. Too often we don't “sit on the other side of the desk,” in this case sit on our websites, and view our internal efforts through the prism of our members' eyes.
So next time you are looking at launching a new or updated eService, look at it from your members' perspectives, and ask them what they want, need, prefer, and will use.
For a FREE report on how to improve your email marketing titled “Electronic Messaging Tips For Email Success” click on the report icon or visit http://www.digitalmailer.com/offerings.html
To subscribe to our eNewsletter that shares resources, industry trends, best practices and valuable lessons learned from credit unions and financial service providers, click on the icon or visit: http://www.digitalmailer.com/newsletter.html
DigitalMailer employs active white-list management and opt-in email practices that help credit unions use the Internet to communicate with their members. Our digital communication products such as e-LERTs, eSurveys and eStatements assist credit unions in gaining a strategic business advantage and generate additional revenue. Please contact Ron Daly firstname.lastname@example.org or Greg Crandell email@example.com for additional information on products and services or to share your ideas and comments.
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.
May 30, 2005
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