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• E-Lerts Reach the Hispanic Community
• Tips for Sending Effective Emails
• eSurveys – and their benefits – attracting media attention

E-Lerts Reach the Hispanic Community 

In an effort to better serve the growing Spanish-speaking population in its community, Arlington Virginia Federal Credit Union (FCU) has teamed up with DigitalMailer to give its members the option of receiving e-Lerts in Spanish. The credit union will offer the alerts through its existing eLerts program.

According to Diane Reed, vice president of administration at Arlington Virginia FCU, the credit union recognizes the importance of reaching out to the Hispanic population. “As a true community-chartered credit union, it is our goal to become the premiere financial services partner for the entire Arlington area,” she said. “And because the Hispanic population is a fast-growing segment of the Arlington community, we want to provide Spanish-speaking members with the same dynamic products and services offered to English-speaking members.”

The credit union already has updated several services, providing them in both Spanish and English, said Katherine Doe, marketing specialist. “With our Spanish-speaking membership growing, we’ve made changes to accommodate them, such as adding Spanish options for our phone system, online banking, bill pay and a few select Web features. Adding e-Lerts to the mix was a logical step.”

e-Lerts allow credit unions to use email messages to send a variety of notifications to members, keeping them informed of credit union news and events. Arlington Virginia FCU uses eLerts to announce when rates change, new “specials” are launched, upcoming seminars are planned, or to share important or timely information. And now, through Arlington Virginia FCU’s new e-Lert option, members can stay financially informed via email in their primary language.

Here’s how it works: DigitalMailer creates an alternative site with all e-Lert information provided in Spanish. Then, the staff at Arlington Virginia FCU translates its e-Lert information into Spanish. “Quite simply, the program works exactly the way our standard e-Lerts work,” said Reed. “Members have the option of choosing whether they want to receive the information in English or Spanish. It couldn’t be easier.” 

The Spanish e-Lert program has been well received by members and growth is expected to continue through a Website promotion, as well as word of mouth among the community. “Our Spanish-speaking members are always excited about any products or services we offer in Spanish,” said Reed. “And with the responsive and proactive assistance we receive from DigitalMailer, we are continuing to develop products and services to meet the ever-changing marketplace.”

To learn how e-Lerts can help your credit union communicate with your members in any language, contact DigitalMailer at info@digitalmailer.com.


Tips for sending effective emails

According to www.emaillabs.com, it is estimated that 150 million people use email in the United States – and most people use it daily. When used effectively, email messages can be valuable communication tools. But with so many emails flying through cyberspace, how can you make sure your messages get the attention they deserve? Whether you are sending operational email alerts, an email marketing promotion, an electronic survey to members, or simply an email message to a client or co-worker, before you push the “send” button, consider these tips:

• Include a meaningful subject line. This is one of the best ways you can ensure that your email will be read. Your subject line should prepare the reader for the content of the email and help them prioritize the multiple emails they receive.

• Be concise. If there is a shorter, better way to express your idea, use it! Try to keep your emails brief and to the point. If the reader must scroll down to read the full email, your message is probably too long.

• Use spaces between paragraphs. Long paragraphs with limited amounts of white space do not work effectively in emails. White space helps your email message “look” easy to read. And when possible, use bullets to break up copy.

• Remember emails are not private. Never assume your emails won’t be read by – or forwarded to – other people. If you’re not comfortable with your email being read by others, don’t send it.

• Be cautious with humor or sarcasm. Readers can’t always pick up on the tone you want to convey in your message. Jokes and sarcastic comments may seem funny to you, but can easily be misunderstood by the reader.

• Avoid abbreviations. Remember, not everyone is familiar with abbreviations or the latest email symbols used to display emotions. It’s better to err on the side of caution and avoid them if possible.

• Proofread your messages. Your emails are a reflection on you and your company – what image will careless mistakes or overlooked typos leave with the reader? Be sure you always check for spelling, grammar and punctuation errors.

eSurveys – and their benefits – attracting media attention

HawaiiUSA Federal Credit Union’s successful use eSurveys was recently featured in the June 21, 2006, issue of Credit Union Times. We first shared this success story in a newsletter article published earlier this year but thought the timing was right to share it again.  

HawaiiUSA focuses on member service

The 103,000-member HawaiiUSA Federal Credit Union has experienced tremendous growth, with approximately 1,000 new members joining each month over the past four years. During these high-growth times, the credit union has learned that maintaining quality member service is critical to its continued success. To help stay focused, HawaiiUSA turns to DigitalMailer’s eSurveys.

“We survey members when a new account is opened, a loan is approved and when a transaction is completed in the teller line so we can easily measure service levels,” says Scott Kaulukukui, HawaiiUSA’s Senior Vice President, Communications Excellence Group. “The data we receive is very eye opening. It not only shows where we are doing well, but it lays out opportunities to improve.”

Using eSurveys, HawaiiUSA has cut down on printing costs and the two-way postage expenses of traditional mailed surveys, allowing the credit union to hear from more members without a lot more money. And while members without email addresses still receive surveys in the mail, their responses are entered online and included in DigitalMailer’s monthly analysis of survey results.

“eSurveys allow us to receive valuable member feedback on a regular basis,” explains Kaulukukui, who shares results through monthly reports with senior management, branch managers and department directors. “We can respond very quickly to comments that call for immediate attention or a member’s request for a needed product or service. Doing eSurveys keeps us in touch with our members and their needs.”

Kaulukukui continually adds questions and refines the eSurvey program, and says he would like to see member-satisfaction measures added into the credit union’s goals. “Without member feedback, how do you know your doing things right?” he asks. “eSurveys provide HawaiiUSA with a great measuring stick.”

For more information on how eSurveys can benefit your credit union, visit www.digitalmailer.com or send an e-mail to info@digitalmailer.com.

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ABOUT THE AUTHOR & COMPANY
Ron Daly is President/CEO of DigitalMailer, Inc., a digital communication provider that helps clients gain a strategic business advantage through eStatements, e-Lerts, e-newsletters, email and other virtual tools on the Internet. You can email Ron at rdaly@digitalmailer.com if you want more information on any topic found in our newsletters or website.

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© 2006 DMI