- Increase recipients, measured in the number of members you send to
- Read the newsletter, measured by the open rate
- Fulfill the desired action (typically a visit to your website), measured by click-through rate
- Make a qualifying move, measured in products and services they sign up for
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.
- Creative headlines: Subject lines should entice the reader to open the email and accurately represent its contents.
- Relevant and consistently scheduled: Information should be specific to the members and be published in regular intervals.
- Strong call to action: Every newsletter should have a desired action to be performed by the reader.
- Uncluttered format: If your members are confused or overwhelmed by the formatting, they are more likely to unsubscribe or be disengaged with the newsletter.
- Mobile responsiveness: More people are using mobile devices to check email and shop online. Credit unions just as other online businesses need to make sure their newsletters are optimized for tablets and smartphones for the best results.
- Unsubscribe: You want to keep members as happy as possible, even if that means losing their subscription to a newsletter. Furthermore, opt-in forms must be visible for potential members to sign up.
- Incentives: Rewards, give-aways, bonuses, etc. will not only attract members to opt into newsletter marketing, but to use your products and services.
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