With the rapid emergence of digital, mobile and social channels available to marketers, e-mail marketing might sound like old-school digital, but the truth is that e-mail is actually a very efficient way to reach your members.
Kootenay Savings and Credit Union* couldn’t agree more. They wanted to find a way to engage their members and connect with their communities and saw e-mail as the ideal message-delivery and engagement platform.
Deb Melnyk, Manager of Advertising & Communications at Kootenay Savings tells us,
‘Email marketing is a pillar of our member engagement strategy. With CASL coming into effect, we wanted to take every opportunity to optimize a program before July and have a solid strategy that is linked to our brand.
We could have used an ‘off-the-shelf’ solution but we knew we needed more than a template. Our goal was to align our email marketing with other communication channels such as web and social, and have a distinct point of difference in our program, encouraging trust with members.’
Speaking of CASL, while these regulations might seem limiting at first glance, they actually help credit unions like Kootenay Savings to revitalize email lists into a qualified group of members who are open to:
- receiving offers
- hearing about campaigns
- connecting with you
- reading about what you’re doing in their communities
Actually, the CASL requirements could make e-mail marketing one of your strongest marketing tools for communicating with current members. A current list of engaged and willing e-mail recipients makes it possible to:
- personalize your messaging
- improve segmentation
- support other key digital delivery channels (web, mobile, social)
- improve response tools
Come to our webinar on Wednesday, April 23rd to learn more and to see first-hand how Kootenay Savings and Credit Union is using email marketing to reach members, tell their own story and achieve their strategic goals.
*Kootenay Savings Credit Union, located in the Southern Interior of British Columbia, is the twenty-ninth largest credit union in Canada with over 40,000 members and assets of $796 million.