Web users are regularly bombarded with offers, sales, and promotions. To get your members to open and read an email, the content needs to be genuinely interesting – beyond an attempt to push a product or services. Users are much more likely to open an email targeted to educating or entertaining them, and this is accomplished in the subject line. But with that expectation comes the necessity to actually follow through on the subject’s promise. For instance, inclusion of a community section, which highlights your involvement in areas where your members may be familiar.
Newsletters give your credit union an opportunity to demonstrate authority and expertise on the subject of your products and services. Tell members why your rates are better, your savings yields are higher, or a story about the 5K you sponsored. Also during this recent global crisis, it gives the members a reliable source for compassion and shows them they have someone they can financially depend on to be there. These give readers a reason to trust you and also tell a story that brings more personality to your brand. Your newsletter is a prime candidate to distinguish your brand from the big box bank down the road.
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