• In-house email lists: a valuable tactic for your online marketing
• Best of 2006: Making eStatements the Default
• Location, Location, Location
• In the News: CUNA features DigitalMailer’s eMarketing expertise

In-house email lists: a valuable tactic for your online marketing

According to a year-end study conducted by ad:tech and MarketingSherpa, online marketers reported that using in-house email lists was among their top online advertising tactics in 2006. (Other tactics that ranked high on the list were paid search ads and search engine optimization.)  These marketing experts know high value when they see it!

Your in-house email list may well be your most important tool for effectively marketing your products and services, assuming you manage it effectively and use it wisely. Here are some tips to help you make the most of this valuable asset:

Make email list management a priority

• Your email list is only as valuable as the accuracy of its addresses. It’s not uncommon for people to submit their email address with typos, so consider adding a second entry field to confirm that the email address is entered correctly.

• Since 30 percent of consumers change their email addresses each year, make it easy for customers to make updates by including an “update my email” link in all messages and on your Website. Also, post frequent reminders about updating their contact information, including email addresses.

Stand apart from the SPAM crowd

• Avoid adding to the pile of unsolicited emails hitting your members’ inboxes by adopting a preference-based, as opposed to a simple permission-based, email system. Most online consumers are email-savvy, and they will delete messages they perceive as SPAM or unwanted junk mail – even messages from their own financial institutions. A preference-based system gives members control of the messages they receive, increasing the likelihood that your email will be opened.

• Avoid some of the common pitfalls that may tag your email as SPAM, such as using trigger words that will block your message through security firewalls or filters, such as “free” or “guaranteed” in the subject line, or several words typed in all capital letters.  

Prepare email messages with care

• One of the best ways you can ensure that your email will be read is to include a meaningful subject line. Write the subject line to prepare the reader for the content of the email and to help them prioritize the messages they receive.

Although email communications are often written in friendly and informal tones, remember that the message reflects on your organization and should be professional. Follow basic punctuation, capitalization and grammar rules and always proofread (don’t rely on spell-check alone).

Did you know that DigitalMailer is safe-listed on 4.3 million servers worldwide and is a certified email sender and we are committed to working with our clients help their email messages reach their intended recipients. For our FREE report on how to improve your opt-in email marketing titled "Electronic Messaging Tips For Email Success" visit our site at http://www.digitalmailer.com/offerings.html and click on the report icon or send an email to info@digitalmailer.com.


Best of 2006: Making eStatements the Default

In January, DigitalMailer received recognition for one of the “Best of” articles on creditunions.com. The top article focused on making eStatements the automatic delivery method for your online banking members and the small difference between “out” and “in” which has become a hot topic over the past year. This difference is saving Apple FCU thousands of dollars per month and will save two more credit unions thousands per year by changing one simple word. Sequels are rarely better, but we had to do it!  Here is the link to the article on creditunions.com http://www.creditunions.com/home/articles/template.asp?article_id=2021

p.s. See you at the CUNA Marketing & Business Development conference March 14-17!!!


Location, Location, Location

How easily can members enroll for eStatement or email marketing on your website?

We constantly see how the placement of a credit union’s eStatement enrollment link or email signup invitation drives the response rate of the member. Those credit unions that attempt to reach all members get greater results and those with great placement exceed all others.

• Place eStatement pick-up, enrollment images and info links on web pages where members can see them. Too many CUs hide them on pages that members can’t find;
• Be sure to have eStatement information and, if possible, enrollment outside of online banking as well (for those members that don’t have online banking or use it regularly);
• Run enrollment campaigns that put something in it for the member; for example pay a $5 sign-up fee to the member or a laptop prize drawing; and
• Tie eStatements together with similar products to increase sign-ups as those products are adopted i.e. online banking includes eStatements, eStatements includes e-LERTs.

Here are a few DMI client examples:

Solidarity Community FCU has an eStatement graphic that includes promotional information
http://www.solfcu.org/ASP/home.asp 

Members Heritage FCU has three different links from their homepage including information
http://www.membersheritage.org/ASP/home.asp

Standard Register FCU has an eStatement banner prominently displayed on the homepage
http://www.stdregfcu.org/ASP/home.asp

Edwards FCU has an eStatement button prominently displayed on the homepage
https://www.edwardsfcu.org/home.html

DMI BrandCentral includes examples of FREE eStatement/e-LERT enrollment buttons and banners for you to use on your website as well as examples of different marketing materials other customers have used to help promote their programs.  If you don’t have access to the Client Admin site, or have forgotten your log on, please contact Carolyn at 703-733-0339 ext 103.


In the News: CUNA features DigitalMailer’s eMarketing expertise

The CUNA Marketing & Business Development Council featured a story on the advantages of eMarketing, written by DigitalMailer on January 25th. The e-publication is distributed to a national network of credit union professionals who participate in the Council and also is available on its Web site.

The article addressed the changing landscape of traditional mass media and the increasing difficulty marketers face in getting consumers’ attention. Through a variety of online tools – eStatements, online banking, bill payment, e-LERTs and eSurveys – marketing professionals not only can improve the reach, frequency and impact of their messages, but they also can save time and precious budget dollars.

To view the article, visit http://www.cunamarketingcouncil.org/news/1259.html

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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 web site.

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