In the Credit Union industry, it’s becoming more difficult to stand out in the crowd in order to gain and maintain new members. PMD Group recommends using a program called Member Onboarding as an effective tool in your marketing mix. By communicating with your new members early and often, you are more likely to capture their attention and create a better relationship. In turn, the member becomes better informed of your products and services, which makes them a more profitable member over time when they adopt new products and services with you.
Let’s talk about the importance of communicating early. When your members first decide to come to your credit union and open an account with you, this is your chance to make a great first impression. That first impression is the foundation for the rest of your relationship. Your friendly staff, a handwritten note, a personal phone call, or even a small coupon in the mail can all immediately put you in good graces with your member. A great complimentary piece to those personal touches is our suggested first Member Onboarding pieces.
So what exactly is Member Onboarding? It’s a series of three different mailers or emails (or a mix of the two) that feature various products and services your credit union offers. The items are all designed with your member in mind. Based off the strategic business goals that you have set in place, you can educate your new members on different products or services you offer and what might benefit them. They provide an opportunity to “woo” and inform your members, without the hard sell. They are sent out the first three months after a new member joins your credit union.
The messages are aligned with your products and services, to help educate the new member and encourage them to utilize all your different services, even things like insurance, auto buying FAQs, or credit rebuilding or counseling services that your new members may not know about. Your experienced PMD Marketing Representatives will write the copy and design the Onboarding pieces to be perfectly tailored for your members.
Member Onboarding is all about developing a loyal base of members through relationship and education. Contact your local PMD rep and we can help get you started today!