CUNA
  • Advocacy
    • Priorities we’re fighting for
    • Actions you can take
  • News
  • Learn
  • Compliance
  • Shop
  • Topics
    • Community Service
    • Compliance
    • Credit Union Hero
    • Credit Union Rock Star
    • Credit Union System
    • Directors
    • Human Resources
    • Leadership
    • Lending
    • Marketing
    • Operations
    • Policy & Issues
    • Sales & Service
    • Technology
  • Credit Union Magazine
    • Buyers' Guide
    • COVID-19
    • Digital Edition
    • Credit Union Hero
    • Credit Union Rock Star
    • Subscribe
    • Advertise
    • Contact
  • COVID-19
  • Advertise
  • Awards
    • Nominate Credit Union Hero
    • Nominate Credit Union Rock Star
  • Podcasts
  • Videos
  • Contact
Learn More about Member Value

News

Member Benefits
Learn more
Learn more about the benefits of membership.
Home » Make the most of member messaging
Marketing

Make the most of member messaging

5 best practices for communicating effectively and efficiently.

January 8, 2020
Brittany Farb Gruber
No Comments
Make the most of your member messaging

Although sending text messages is second nature for many, messaging for credit unions requires more nuance.

Here are five best practices to put your best foot forward when communicating with members.

1. Make messages valuable

The argument for texting members is strong: Nine out of 10 consumers prefer messaging when communicating with businesses.

But before hitting send, ask if the text is relevant and what value it adds. By consistently providing valuable messages, members will anticipate these communications and will be much more likely to open and consume their content.

Sending unnecessary and frivolous messages will cause members to actively avoid your messages because they may view them as intrusive and annoying. Use messaging wisely to establish trusting relationships with your members.

2. Make messages personal

Personalized messaging can make a huge difference when building relationships with members. Addressing recipients by name can make them feel as though the message was constructed with them specifically in mind.

Include personalized details and tailor-fit promotions to show the relationship is important and their loyalty is valuable. When members feel this added sense of trust, they feel more inclined to engage.

3. Respect business hours

A message is much less likely to be well-received or even noticed in the middle of the night. Make note of your members’ time zones and when they are most likely to engage with a message.

Bombarding them with messages outside of normal working hours can be intrusive, which can harm your efforts to build loyal relationships.

4. Check your work

While proofreading may seem obvious, it’s easy to quickly hit send before checking your message.

Autocorrect may change something at the last moment, and misspellings, typos, and other avoidable mistakes come across unprofessional and careless.

Don’t let silly errors hurt your chances of building valuable relationships. Take the extra moment to check your work.

5. Get permission

Compliance regulations play a big role in sending messages. Leverage your messaging in a secure and compliant way to boost member engagement and enhance the overall member experience.

There are several ways to obtain important consent including messaging signups, email campaigns, and in-person approvals. Check out Eltropy’s Credit Union’s Guide to Text Message Compliance to learn more.

BRITTANY FARB GRUBER is head of marketing for Eltropy, a CUNA Strategic Services alliance provider.

KEYWORDS credit union marketing member text messaging

Post a comment to this article

Report Abusive Comment

Credit Union Magazine - Spring 2021

Spring 2021

Credit Union Magazine’s Spring 2021 edition features CUNA's 2021 advocacy agenda, strategic planning guidance, and labor market insights.
Digital Edition •  Subscribe

Trending

  • ‘More listening and less attacking’

  • Movement must focus on financial well-being for all

  • Why DEI matters to credit unions

Tweets by CUNA_News

Polls

Who should be the 2021 Credit Union Hero of the Year?

View Results
More

Champion of America’s Credit Unions

Credit Union National Association is the only national association that advocates on behalf of all of America’s credit unions. We work tirelessly to protect your best interests in Washington and all 50 states. We fuel your professional growth at every level and champion the credit union story at every turn.

More CUNA

  • About
  • Careers
  • Contact Us
  • Recommended Websites
  • Privacy Policy

Resources for

  • CUNA Board Members
  • Credit Union Advocates
  • Leagues
  • Press
  • Vendors