Ep. 83 | Credit Union Marketing – Nurture Members with Automated Campaigns

Learn How to Create Other Killer Content to Drive More Leads

As Credit Union marketers prepare for the annual MAC conference in San Diego next week, we thought we’d have a chat with one of the organizers about what attendees can expect, as well as about his credit union’s experiences using Act-On’s adaptive marketing platform.

Marc Wilensky is the vice president of Communications & Brand Marketing at Tower Federal Credit Union, a $3 billion organization based in the Baltimore area.

Marc said about a year ago his credit union began searching for a replacement to their email provider, which was limited in what it could offer. In their search, Marc said, they realized there were more options available and that led them to choosing Act-On’s adaptive marketing platform over several others. 

One of the first things Tower did with Act-On was launch an automated nurture program targeted to their members that may be considering purchasing a new car. They launched the campaign during the fall 2017 holiday season, a time when most new cars are purchased (and thereby most vehicle loans issued).

What amazed Marc and his team wasn’t just the initial open rates of the campaign’s first email, but the engagement with the second and subsequent emails that were the most impressive. The success has led to Tower creating segmented nurture campaigns for mortgage loans, and wealth management.

Listen to the episode to hear Marc share his experiences firsthand.