Consortium Survey Highlights Hidden Opportunity of Using E-mail to Communicate with Members
What are members concerned about?
Member comments from the survey give clear direction in terms of what they want
from their credit union. Most of all, they want the e-mail to be relevant –
either related to their account or to services that they have expressed interest
in. Many spoke of wanting the ability to select their preferred topics. And
clearly members are not aware of legal restrictions surrounding the use of member
All of the recent press about Spam threatens to obscure the hidden opportunity
of using e-mail as an effective channel to communicate with your online members.
A recent online survey sponsored by Callahan’s Survey Consortium reveals
that the majority (74%) of members do want e-mail from their credit union. While
some members have concerns about the frequency and purpose of credit union email,
most would be willing to receive e-mail from their credit union, particularly
account-related alerts. Very few (3%) say they don’t want any e-mail at