Most members want to hear from their credit union via email - as long as the messages are concise and well-written, and the credit union has secured permission first. Many credit unions have started requesting e-mail addresses on new member applications, at the branches and on the phone.
Just this past year, Justice Federal Credit Union began including an email address field on all of their forms. They have since tripled the number of email addresses in their database. Nothing was being done to actively collect emails in 2002, but we've gone from 2,000 to about 6,000 email addresses just this past year says Nellwyn Ly, eCommerce Manager for Justice FCU. With 42,000 current members, Nellwyn recognizes that the credit union still has significant headway to make - and they are embracing the challenge.
If we have an invalid email address for a member, anyone on the front line of the credit union will know it as soon as they open up that person's account, says Ly. This past year, Justice FCU also instituted credit union eLerts, creating sub-topics from which members can select - such as consumer loan rates change, direct deposit notifications, and special offers. Using DigitalMailer's digital communication product, Justice feels they can add value to their email communications by generating several email lists where members have indicated their topics of interest.
Justice FCU promotes the new eLerts both on their home page and through cross-marketing their enrollment systems. For example, when a member gets an eStatement confirmation, that member is immediately directed to the eLert enrollment form, and vice versa. Justice FCU currently has 1,748 members registered for eLerts, an option that they have started to pre-select, requiring the member to manually uncheck the boxes if he or she would not like to receive them. Not surprisingly, enrollment has increased. Ly explains, "By the time members have completed forms, they often are anxious just to hit submit, perhaps overlooking the ability to register for what is not marketing, but a valuable eLert information. We always offer a clear option for the member to opt-out of all email communication - we don't want a member receiving unwanted messages to his in-box."
To see the list of eLerts Justice FCU is using to communicate with its members, visit www.jfcu.org/elert.htm To learn more about effective ways your credit union can use email to communicate with your members, click here